Three condensed importance of interfunctional communication for the acceptance of CRM system

Muhammad Ashraf, Asad Afzal Humayon, Jamil Ahmad and Mazhar Abbas

Cogent Business & Management, 2017, vol. 4, issue 1, 1402474

Abstract: Customer relationship management (CRM) is an IT-based system that manage customer long-term relationship, and also inter-functional relationship within the organization with the ultimate purpose of creating customer value by sharing concise, sufficient, accurate, timely, and reliable information. The purpose of this paper is to analyze how different kinds of communication: inter-personal interaction (IPI), written interaction (WI), and collaboration (CB) affect (i) the perceived ease of use (PEU), (ii) the perceived usefulness (PU) and ultimately (iii) the acceptance of CRM? And proposes a research model representing the relationships among WI, IPI, CB, PEU, PU, and involvement. Data collected through online survey from 210 large companies in Pakistan are analyzed. Result shows that IPI instead of collaboration has significant positive effect on PEU and PU and play important role in the acceptance of CRM system. But, WI should be viewed with more caution, because it showed negative relationship. Moreover, PEU and PU of CRM system have direct significant positive influence on involvement of marketing in the planning, implementation, and usage of CRM system that result in CRM system acceptance. The study provides theoretical and practical contributions, and also future research areas are highlighted for potential researchers.

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2017.1402474 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:4:y:2017:i:1:p:1402474

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2017.1402474

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().