Blending two theoretical foundations of Planned Behavior Theory and Relationship Marketing Theory, exploring four main marketing constructs of Customer Retention, Satisfaction, digital service quality (e-service Quality, e.g., (Parasuraman, 2005)) in a multivariate model using Structural Equation Analysis (PLS-SEM, SmartPLS, Ringle 2015) targeting Customer Retention as dependent variable, if anyone has something in mind, I would love to hear. Thanks in advance!
Interesting but difficult question, judging by the response rate to date, Rifki Lutfi
Why do you want to blend these theories? What is the end goal? What question or questions are trying to answer?
Depending on your purpose, there are two (2) options available to you. Firstly, search for systematic literature review on TRA TPB and Customer loyalty or Customer Retention and see what other have found. Alternatively, you could look at other constructs such as TAM (Technology Acceptance Model) that draw heavily on TRA/TPB and see what conclusions have been drawn and what gaps still exist.
Thank you for your insightfull answer. I will try to do first step of your recommended options.
The same question I asked ChatGPT, here is its answer:
Blending two theoretical foundations can be a complex task, but here are some steps that may help you to blend Planned Behavior Theory and Relationship Marketing Theory:
Identify the key concepts of each theory: Start by understanding the key concepts of each theory, including the main constructs, assumptions, and propositions.
Look for areas of overlap: Look for areas of overlap between the two theories, such as shared concepts or similar assumptions. For example, both theories recognize the importance of attitudes and beliefs in predicting behavior.
Identify areas of conflict: Identify areas where the two theories conflict or have differing assumptions. For example, Relationship Marketing Theory may emphasize the importance of long-term relationships, while Planned Behavior Theory focuses on individual decision-making.
Explore ways to reconcile conflicting ideas: Look for ways to reconcile conflicting ideas between the two theories. For example, you might consider how Relationship Marketing Theory's emphasis on relationships could influence an individual's attitudes and beliefs, and how this could then impact their behavior.
Develop a new model: Based on your analysis, develop a new model that integrates the key concepts of both theories. This could involve modifying one or both of the original theories to create a new model that incorporates the most relevant and useful concepts.
Test the new model: Finally, test the new model through empirical research to determine its effectiveness in explaining or predicting behavior. This could involve collecting data from individuals or organizations and analyzing the results using statistical methods.
Overall, blending two theoretical foundations requires a careful analysis of the key concepts and assumptions of each theory, and an understanding of how they can be integrated to create a new, more comprehensive model.
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