Authors: Preety Awasthi; Purnima S. Sangle
Addresses: National Institute of Industrial Engineering, Vihar Lake, Mumbai 400087, India ' National Institute of Industrial Engineering, Vihar Lake, Mumbai 400087, India
Abstract: For the past few decades the technology acceptance model (TAM) has dominated the research on factors affecting the acceptance of new technology. The two fundamental constructs, ease of use and usefulness, in the model may not, however, fully explain the consumers' behaviour in an emerging environment. This research paper primarily aims to examine a framework for mobile-customer relationship adoption process. In this paper TAM has been extended to analyse the factors for successful adoption of mobile application used for CRM purposes. The key elements that emerged are perceived value, compatibility, and security and privacy concerns. Interestingly profound combined effect of factors like risk, trust, security and privacy was found in the case of mobile CRM.
Keywords: mobile CRM; customer relationship management; mobile banking; mobile application; focus group study; perceived value; security concerns; privacy concerns; technology acceptance model; TAM; India; risk; trust; m-CRM.
International Journal of Electronic Customer Relationship Management, 2013 Vol.7 No.1, pp.45 - 67
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 16 May 2013 *