Study of Intentions to Use Cloud CRM Within Saudi SMEs

Karim Mezghani · Mohammed Almansour

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty ERP Systems Implementation and Impact

Abstract

This chapter attempts to study the intentions to use cloud-based CRM applications through a combination between a Technology Acceptance Model (TAM) and a Theory of Planned Behavior (TPB). To test the different links identified in the research model, a research questionnaire was prepared and sent to marketing managers within Saudi SMEs in Saudi Arabia. A total of 41 useful questionnaires were collected. The authors opted to the structural equation modeling (SEM) using the Partial Least Squares (PLS) to analyze data. The tests are prepared with XLstat software since it integrates both factor analysis and PLS modules. Among the main statistical analyses, the authors conclude that the TPB-TAM is suitable to study cloud CRM. From a managerial perspective, the authors expect that cloud CRM is perceived with good impression and that this new technology should be implemented strongly and gradually in SMEs to improve the quality of services provided to customers and organizations.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2009Predicting and Changing Behavior: The Reasoned Action Approach 2009Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration1 1996A Model of the Antecedents of Perceived Ease of Use: Development and Test 2005A Strategic Framework for Customer Relationship Management 2008Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit

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