Concerns vital for mobile CRM in banking: a qualitative study
by Preety Awasthi; Purnima S. Sangle
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 7, No. 1, 2013

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.

Online publication date: Mon, 30-Jun-2014

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