Investigating interactive effects in the theory of planned behavior in a service‐provider switching context

Abstract This study examines whether a model of the theory of planned behavior (Ajzen, 1985) with interaction terms can adequately explain customer service provider switching behavior. Results from a survey of mortgage customers suggest that it does. Interactions between perceived behavioral control (PBC) and intentions, between perceived behavioral control and attitude, and between attitude and subjective norms were all significant predictors of switching intentions. Implications for the theory of planned behavior and its use in services marketing are discussed. © 2002 Wiley Periodicals, Inc.