Public transport users’ WOM: an integration model of the theory of planned behavior, customer satisfaction theory, and personal norm theory

Abstract

Research on public transport passengers’ perception and behavior has been performed extensively by many researchers. However, there is a lack of research on public transport passengers’ WOM. In order to fulfill the gaps in the literature, this research aims to develop and test a WOM model for public transport passengers in Indonesia. Our research model integrates the theory of planned behavior, the customer satisfaction theory, and the personal norm theory. This study used a quantitative research methodology. A survey was used to collect data. The survey was conducted in three cities – Bogor, Bekasi, Depok- in West Java, Indonesia. 844 respondents are involved in the survey. The research results showed that our proposed model has good goodness of fit. More specifically, our research results revealed that WOM is influenced directly and significantly by attitude, subjective norm, moral norm, and environmental norm. Furthermore, WOM is also influenced by perceived quality indirectly through attitude. In the other hand, this research also revealed that satisfaction, perceived behavioral control, and perceived service quality don’t affect WOM directly and significantly.