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

Authors: Ghazi Alkhatib; Muneer Abbad; Faten Jaber

Addresses: College of Economics and Administrative Sciences, Department of Business Administration/MIS Group, The Hashemite University, Zarqa, 13133, Jordan ' Community College of Qatar, Doha, 7344, Qatar ' Henley Business School, University of Reading, Whiteknights, Reading RG6 6UD, UK

Abstract: The main objective of this research is to investigate Jordanian banks' perception and acceptance of customer relationship management (CRM) based on technology acceptance model (TAM). First, five external variables are added to the TAM framework, namely subjective norms (SN), computer experience, training, self-efficacy and top management support. In the second step, the developed model is validated using: Kaiser-Meyer-Olkin measure of sampling adequacy, rotated component matrix and regression and correlation analysis. Statistical analysis revealed the importance of all factors in the study other than SN. Future research will explore using TAM extensions and structural equation modelling.

Keywords: CRM; customer relationship management; TAM; technology acceptance model; Jordanian banks.

DOI: 10.1504/JGBA.2025.150983

Journal for Global Business Advancement, 2025 Vol.17 No.3, pp.373 - 390

Received: 02 Mar 2020
Accepted: 03 Mar 2020
Published online: 07 Jan 2026 *

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