it is important to find out whether the theory of planned behaviour is really more efficient in terms of finding out the business to customer relationships, namely the effect of courses provided by the flowershop on the customer loyalty, or probably the theory of reasoned action is more effective in the assessment of possible effects of the courses being provided by the flowershop.
In this regard, the analysis of the application of both theories to the flowershop’s courses and how they may affect the customer behaviour is needed. For this purpose, managers of the flowershop can conduct interviews and questionnaires as well as they can organize the work of focus groups to conduct the qualitative study. The qualitative study will help to find out whether the intention of behaviour does matter in the course of the customer decision making, namely whether the intention to attend training courses and return to the flowershop to purchase new products will result in the specific action or not. In other words, it is necessary to find out whether the intention of behaviour leads to the specific behaviour patterns or not. On conducting such analysis, the company will be able to find out whether the intention of customers to attend training courses and to return to buy new products from the flowershop will result in the target behaviour pattern and they will return to the shop and buy new products over and over again.
In fact, the application of both theories and aforementioned methods can lead to different results. Hypothetically the higher effectiveness of either theory will be proved. However, the study may lead to quite a controversial outcome, when both theories may be relevant and effective under certain conditions. For instance, if the behaviour of customers is not fully shaped, their intention may be very significant and the decision of the flowershop to launch courses for customers can contribute to customers’ taking the decision to use the new service offered by the flowershop. Alternatively, if the customer behaviour is fully shaped, i.e. customers consider themselves being proficient in flowers, their planting and selection, they may not need such courses and their initial intention to attend courses, which they may have under the impact of the emotional appeal, may not actually lead to the target behaviour pattern. To put it more precisely, at first, customers may become interested in the offer of the new service, training courses for customers, made by the flowershop. The company may appeal to emotions of the target customer group. At first, customers may feel interested in the offer and they may have the intention to attend the courses. However, on a profound reflection, they may take the contrary decision and refuse from the courses because they understand that they are already proficient and do not need any additional training to learn more about flowers, planting and their selection.
Nevertheless, the brief analysis of the flowershop’s target market and the customer behaviour makes it possible to presuppose that the study will prove the relevance of the theory of planned behaviour and its higher effectiveness compared to the theory of reasoned action. The company should study attitudes of customers to its new service and to its products and, then take a decision on whether to introduce the courses or not. In fact, customers of the flowershop are diverse. Even though virtually all of them like flowers, not many customers do have the proficient knowledge and skills in the field of planting or selection of flowers. Moreover, even the information on flowers the customers have is often superficial and insufficient to make the right choice of flowers. Therefore, the company should better focus on the attitudes of customers to plan their behaviour, instead of focusing on their intentions, which may not always lead to the decision to choose the target behaviour pattern.
Thus, the problem of the flowershop to provide courses for customers or not should be carefully studied and analyzed in details. In fact, the introduction of courses for customers may be effective but the company should forecast the behaviour of customers and their response to the introduction of the courses. The company may refer to the theory of planned behaviour and to the theory of reasoned action. In fact, both theories help to forecast the customer behaviour but, if the theory of planned behaviour focuses on the customer behaviour proper, then the theory of reasoned action focuses on intentions of customers. The study should analyze which theory is more relevant and effective. After that the company may decide which theory to use to make the final decision on the introduction of the courses for customers.
In fact, the application of the theory of planned behaviour seems to be more reasonable because this theory allows focusing on the specific behaviour of customers and analyze it in details. Thus, the company can uncover the business to customer relationships and find out effects of the courses on customers. In this regard, the suggested methods of the study, such as interviews, questionnaires and focus groups are effective and worth implementing because they help to understand better customers’ intentions, expectations and behaviour. The company should come prepared to possible challenges that may arise in the course of the study, such as controversial results, which put both theories on the equal ground, for instance. In such a situation, the company should conduct analysis and focus on broader scope to take into consideration not only the customer behaviour but also other factors that may influence their decisions.