Whose Choice Is It? The Role of Attitude in Determining Customer’s Intention to Use the Courier

Sri S Etiyawati,Tulus Haryono,Budhi Haryanto

doi:10.5539/ass.v12n12p229

Abstract

Numerous researchers have centered their attention on attitude towards an intention to use services, but only a few have focused on attitude towards customer’s intention to use the courier. This paper aims to better understand the product quality, price reasonableness as well as brand image that influence the attitude, and lastly the role of attitude as a mediator towards consumer’s intention to use a courier in Indonesia.A total of 100 questionnarires were obtained from customers through random sampling. Using an Ordinary Least Squares (OLS) approach which was intended to test the hypotheses; with a significance level p ≤ 0.05. The findings show that product quality, and brand image are influencing the attitude of courier usage. The different results indicated that price reasonableness does not influence the attitude of courier usage, whereas the attitude ables to act as mediator to product quality, price reasonableness, and brand image towards the intention to use a courier.Concerning intention to use thecourier, our findings support an attitude dimensions that represents a commitment to improving a product quality standard and positive perception of the brand image. The evidence is also found for the multidimensional attitude model of attitudes: that attitude predicted by the product quality has followed by an adoption common standard. Moreover, our results state that the brand image is stronger predictors of attitude than product quality and moreover price reasonableness that the dimensions of attitude toward a differential impact on intention to use acourier, with affective attitude appearing are more strongly related to intention. In summary, this study suggests that it is considerably more likely that attitudes will be closely related to actions. There’s a need for future studies to extend the model of this research by adding other independent variables that are able to describe consumer demand.

Highlights

It is generally agreed that competitive advantage in the courier business likely depends on perception started to change in the marketing principle to determine the capacity of courier service leading, which means fosters behaviors that lead to customer’s perception of superior value
This study uses multiple linear regression models to determine the effect of changes in product quality, price reasonableness, brand image and attitude towards the intention to use a courier
The findings of the results indicate that the attitude empirically and statistically, it mediates between product quality and intention to use a courier

Summary

Introduction

It is generally agreed that competitive advantage in the courier business likely depends on perception started to change in the marketing principle to determine the capacity of courier service leading, which means fosters behaviors that lead to customer’s perception of superior value. Effective implementation of a market-oriented necessitates an understanding of customers and business processes associated with providing superior value to consumers (Noble, Sinha, & Kumar, 2002). The phenomenon of attitude and intention part of orientation to the customers is a unique issue in terms of understanding customers’ intention to use a courier to be studied. Previous studies show inconsistency attitude and intention models relating to the courier (Li & Petrick, 2008; Valaei et al, 2016). This is due each study is based on the object and different settings. In light of the above, it may be expected provide opportunities to design an alternative model capable of elaborating phenomenon

Objectives

Methods

Results

Conclusion