The Conceptual Framework for Predicting Loyalty Intention in the Consumer Cooperatives Using Modified Theory of Planned Behavior
Norazlan Hasbullah, Prof. Dr. Abdul Jumaat Mahajar, Dr. Mad Ithnin Salleh

Abstract
This study is intended to investigate loyalty intention among members in the consumer cooperatives societies in Malaysia and identifying factors that may constitute members loyalty in patronizing the cooperative stores. Most of the study done across the globe on loyalty lies in investigating the unit of analysis of an ordinary customer and not as ‘member’ per say. An individual person who joins a cooperative are called ‘member’. Guided by the cooperative principles, these members join cooperative voluntarily and manage the cooperative in a democratic and autonomous way through holding of certain portion of shares. What separates a member from a customer is that, members are also a shareholder, stakeholder and owner of the cooperative as depicted by the principles. Applying the Theory of Planned Behavior as the basis of this research, the authors try to propose a conceptual framework by modifying the theory to suit the context and environment of this study.

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