Exploring customer intention to purchase run-flat tyres in Klang Valley, Malaysia: mediating role of perceived quality

Run-flat tyres (RFT) enable vehicles to drive at a normal speed up to a maximum speed of 80 kilometres per hour over a distance of 150 kilometres on the road. However, the number of RFTs demand is declining due to complaints about the frequency of tyre replacement and warranty of handling. Somehow, certain RFTs produced by the tyre manufacturer do not meet the quality or performance expectations of the product. This study examines the relationship between customers' attitude towards RFT, subjective norm, and perceived behavioural control on customers' intention to purchase RFT, as well as the mediating influence of perceived quality on these relationships. Data were gathered from 289 tyre customers in the passenger car tyre replacement market in Klang Valley, Malaysia. This study applied the purposive sampling method which being analysed using partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4.0. The results revealed that customer attitude towards RFT, subjective norm, perceived behavioural control, and perceived quality of RFT have a positive influence on customer intention to purchase RFT in the passenger car tyre replacement market. Further tests showed that perceived quality of RFT partially mediates these relationships. Moreover, perceived behavioural control was the strongest predictor of customers' intention to purchase RFT, followed by perceived quality of RFT. Tyre manufacturers should implement effective strategies to improve the quality and performance of RFT tyres by considering safety and promoting fuel economy. This study theoretically contributed to the extended model of the Theory of Planned Behaviour (TPB) as underpinning theory and examined from the perspective of tyre customers in the passenger car tyre replacement market in a developing country. Accordingly, all hypothesized relationships were supported with perceived quality playing a vital role as a mediator in these relationships