ISSN: 2222-6990
Open access
This study focuses specifically on the intention to pay for sewerage services in Malaysia and examines the mediating role of corporate image. The study draws on the theory of reasoned action (TRA) to examine three key constructs: attitude, subjective norm, and corporate image, influencing the intention to pay. A quantitative approach was employed and data was collected via an online survey. A total of 492 valid responses were obtained from sewerage-billed household consumers. There was a positive significant relationship between attitude and intention to pay and a positive significant relationship between subjective norm and intention to pay. There was also a positive significant relationship between corporate image and intention to pay. Corporate image mediates the relationship between attitude and intention to pay. Corporate image was also found to mediate the relationship between subjective norms and intention to pay. The study is important as it has provided pertinent insights into dealing with non-payment of sewerage services especially in Malaysia. The study offers inputs to improve payment collection for sewerage services and strategies that need to be implemented to reduce non-payment for sewerage services. Further research should be conducted in other industries that are struggling with non-payment issues.
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(Chelliah et al., 2024)
Chelliah, V., Karim, J. A., & Samat, N. (2024). Consumer Intention to Pay for Sewerage Services and the Role of Corporate Image as a Mediator. International Journal of Academic Research in Business and Social Sciences, 14(7), 880–904.
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