Social CRM continuance intention: the moderation effect of customer privacy concerns

Thomas Libin, K.A. Zakkariya and N. Muhammed Sajid

International Journal of Indian Culture and Business Management, 2025, vol. 36, issue 3, 301-319

Abstract: Social customer relationship management (social CRM) has emerged as a pivot focus for many businesses aiming to enhance their customer experience. This paper aims to understand the customer's continuance intention to use social CRM in the Indian e-travel and hotel booking industry using the technology acceptance model (TAM). This empirical research is based on a survey that involved 476 customers of e-travel booking businesses, and CB-SEM was employed for data analysis. The statistical analysis revealed that social CRM positively impacts attitude and continuance intention to use social CRM through perceived usefulness and ease of use. Customer privacy concerns negatively moderate the relationships between perceived usefulness and ease of use of social CRM and attitude and continuance intention towards social CRM.

Keywords: social CRM; technology acceptance model; TAM; e-commerce; perceived usefulness; perceived ease of use; attitude; continuous intention. (search for similar items in EconPapers)
Date: 2025
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