Using the Technology Acceptance Model (TAM) in Understanding Customers’ Behavioural Intention to Use E-CRM: Evidence from the Banking Industry

Anupreet Kaur Mokha and Pushpender Kumar

Vision, 2025, vol. 29, issue 2, 139-150

Abstract: The present study has aimed to understand the customers’ behavioural intention to use electronic customer relationship management (E-CRM) in the banking industry, using the technology acceptance model (TAM). Purposive sampling technique is used to collect data from 300 banks that included customers from Delhi (India), and partial least square-structural equation modelling (PLS-SEM) was employed. The reliability and the validity of the overall model were evaluated using the measurement model, and the hypotheses were tested using the structural model. The results reveal that E-CRM had a positive impact on both perceived usefulness and perceived ease of use, which, in turn, had a positive impact on the attitude towards using E-CRM, which ultimately led to a positive behavioural intention of customers towards using E-CRM. This study reveals that there is a large potential for policymakers to raise awareness and acceptance of E-CRM services among the customers.

Keywords: Family Management; Research and Development; India; Family Firm (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:29:y:2025:i:2:p:139-150

DOI: 10.1177/09722629211060565

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