Title: Mandatory adoption of customer relationship management information technology: the role of customer support in an attitude-intention model

Authors: Regina C. McNally, Abbie Griffin

Addresses: Department of Management and Marketing, Kemmy Business School, University of Limerick, Limerick, Ireland. ' David Eccles School of Business, University of Utah, 1645 E. Campus Center Dr., Salt Lake City, UT 84112, USA

Abstract: We explore the applicability of attitude-intention models in predicting customer relationship management (CRM) information technology use in call centres, where information technology use is mandatory and the information technology application is integral to job performance. In voluntary adoption contexts, information technology use attitude is not a significant predictor of intention. However, information technology use attitude has not been investigated in mandatory adoption contexts. Our analysis of qualitative data from call centre managers, supervisors and agents suggests that both attitudes and intentions are necessary in obtaining use of CRM information technology systems. Additionally, we identify two new constructs causally linked in the manner suggested by the theory of reasoned action: attitude toward supporting customers and intention to support customers. The uncovering of these additional antecedents to CRM information technology adoption suggests that basic customer support training should be included in information system training.

Keywords: customer relationship management; CRM; information technology; technology adoption model; TAM; business innovation; mandatory technology adoption; attitude-intention models; call centres; job performance; IT training; theory of reasoned action; TRA; customer support.

DOI: 10.1504/IJBIR.2010.029539

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.30 - 47

Published online: 30 Nov 2009 *

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