Title: Social CRM continuance intention: the moderation effect of customer privacy concerns

Authors: Thomas Libin; K.A. Zakkariya; N. Muhammed Sajid

Addresses: School of Management studies, Cochin University of Science and Technology (CUSAT), Kochi, Kerala, India ' School of Management studies, Cochin University of Science and Technology (CUSAT), Kochi, Kerala, India ' School of Management studies, Cochin University of Science and Technology (CUSAT), Kochi, Kerala, India

Abstract: Social customer relationship management (social CRM) has emerged as a pivot focus for many businesses aiming to enhance their customer experience. This paper aims to understand the customer's continuance intention to use social CRM in the Indian e-travel and hotel booking industry using the technology acceptance model (TAM). This empirical research is based on a survey that involved 476 customers of e-travel booking businesses, and CB-SEM was employed for data analysis. The statistical analysis revealed that social CRM positively impacts attitude and continuance intention to use social CRM through perceived usefulness and ease of use. Customer privacy concerns negatively moderate the relationships between perceived usefulness and ease of use of social CRM and attitude and continuance intention towards social CRM.

Keywords: social CRM; technology acceptance model; TAM; e-commerce; perceived usefulness; perceived ease of use; attitude; continuous intention.

DOI: 10.1504/IJICBM.2025.149918

International Journal of Indian Culture and Business Management, 2025 Vol.36 No.3, pp.301 - 319

Received: 06 Feb 2023
Accepted: 14 Aug 2023
Published online: 18 Nov 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article