A Technology Acceptance Improvement Model for Effective Electronic Customer Relationship Management (Case study: Departments of Tejarat Bank in Yazd)

Subject Areas : Jounal of Marketing Management

S. M.  Zanjirchi ¹ ()
A. R.  Konjkave Monfared ² ()
S. H.  Hataminasab ³ ()
A.  Noori ⁴ ()
H.  Sattarzade ⁵ ()

Received: 2013-08-21 Accepted : 2013-08-21 Published : 2012-10-22

Keywords: E-CRM, Tejarat Bank, Technology Acceptance Model (T, IDT,

Abstract :

Purpose: In the banking system, Customers are the main axis and in fact everything is done to attract their attention. In a competitive environment, banks are succeeding those more loyal customers. On the other hand, despite the steady growth in the number of worldwide installations, web-based CRM software (e-CRM) installations are failures. So, the technology acceptance model is particularly useful for explaining and analyzing IS-usage behavior. Hence in this paper a technology acceptance model, for exploring e-CRM adoption introducing and analyzing. Methodology: The method of nature study - descriptive survey of the target is applied. It was done in 1389. All branches of Yazd Tejarat for population are selected. The sample size is 242. Moreover LISREL software to evaluate and analyze the model fitting is used. Findings: Results show that the effect of complexity, observatory and consistency on attitude is not significant. But, comparative advantage, individual, organizational and environmental factors have a significant effect on attitude. So, these factors are critical for user attitude toward using e-CRM. Originality/Value: Organizations should first carefully consider the potential impact of these factors before implementing the IS innovation in organizations.