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Encouraging CRM systems usage: a study among bank managers
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
University of Malta.
2012 (English)In: Management Research News, ISSN 0140-9174, E-ISSN 1758-6135, Vol. 35, no 2, p. 121-133Article in journal (Refereed) Published
Abstract [en]

Purpose - Purpose This study identifies perceived usefulness and perceived ease of use as key elements that are critical in encouraging service providers’ intention to use Customer Relationship Management (CRM). Design/methodology/approach - Design / Methodology / Approach The research is grounded in the Theory of Reasoned Action and the Technology Acceptance Model. These are used as a basis for developing hypotheses of the relationships between the variables pertaining to the intention to use CRM systems, among a sample of service providers. Data are collected from a sample of managers in a community bank. Findings - Findings Results indicate that the higher the perceived ease of use, the greater the perceived usefulness and the higher the intention to use CRM. Moreover perceived usefulness is also found to act as a partial mediator between perceived ease of use and intention to use CRM. Research limitations/implications - Research limitations / Implications The study was limited to a single entity and consequently the results should be generalized with caution. Replication studies, that could possibly include additional variables, across other countries and contexts are desirable. Practical implications - Practical Implications The effect of Perceived Ease of Use on employees’ intention to use CRM is supported, highlighting the need for management to devote adequate resources toward developing this aspect. The study is also helpful because it highlights the need for senior management to create the right environment to enhance systems adoption. Originality/value - Originality / Value This paper investigates the interaction among these key elements and their effect on CRM systems adoption within a banking context thereby contributing to better understanding of the underlying links.

Place, publisher, year, edition, pages
2012. Vol. 35, no 2, p. 121-133
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-5650DOI: 10.1108/01409171211195152Scopus ID: 2-s2.0-84855769665Local ID: 3ce8427d-d8a9-4262-ad7e-7a601484740cOAI: oai:DiVA.org:ltu-5650DiVA, id: diva2:978524
Note
Validerad; 2012; 20111121 (andbra)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Vella, Joseph

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