Title: Jordan banks' perceptions of customer relationship management: a TAM-based investigation

Authors: Muneer Abbad; Ghazi Alkhatib; Kholoud Al Qeisi; Faten Jaber

Addresses: Business Administration Division, Community College of Qatar, Doha, P.O. Box 7344, Qatar ' Department of Business Administration/MIS Group, College of Economics and Administrative Sciences, The Hashemite University, Zarqa, P.O. Box 330127, Jordan ' Business Administration Department, College of Business, Al Ain university, Abu Dhabi, P.O. Box 112612, UAE ' Faculty of Business and Management, Regent's University London, London, NW1 4NS, UK

Abstract: The main objective of this study is to empirically analyse customer relationship management (CRM) adoption in the banking sector based on the technology acceptance model (TAM). Five external variables are added to the original TAM framework, namely user training, computer anxiety, self-efficacy, top management support, and technical support. The model generated 13 hypotheses related to the links between the external factors and the original internal factors of perceived usefulness, perceived ease of use, and behavioural intention to use. The developed model was tested using a two-step approach of structural equation modelling (SEM): estimating measurement and structural models. Seven hypotheses were accepted based on the confirmed model. Respondents are mainly young educated married males. Overall, the analysis revealed the importance of some factors in the study. Perceived usefulness has the highest impact on the behavioural intention, and all other factors, including the perceived ease of use, could affect the intention to use through the perceived usefulness.

Keywords: CRM; customer relationship management; TAM; technology acceptance model; Jordanian banks; SEM; structural equation modelling; technology adoption; developing countries; intention to use.

DOI: 10.1504/JGBA.2019.107739

Journal for Global Business Advancement, 2019 Vol.12 No.6, pp.820 - 838

Received: 04 Dec 2015
Accepted: 11 Oct 2016

Published online: 10 Jun 2020 *

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