A Conceptual Framework of Extending the Theory of Planned Behavior: The Role of Service Quality and Trust in the Consumer Cooperatives
Norazlan Hasbullah, Prof. Dr. Abdul Jumaat Mahajar, Dr. Mad Ithnin Salleh

Abstract
The Theory of Planned Behavior (TPB) has been parsimonious, empirically supported, widely cited, most prominent, most compelling and well established model for predicting intentional behavior. Despite its comprehensive and valid prediction on behavior, TPB has received many debates and criticism on its narrow sufficiency of the three original components constructs of attitude, subjective norms and perceived behavioral control. This article discusses on the empirical support of various authors that recognized other relevant external factors to be considered in addition to the original model and considerations of developing a conceptual framework byadding service quality and trust in predicting loyalty intention in the consumer cooperatives using the extended theory.

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