STUDY TOWARD THE UNDERSTANDING OF BEHAVIORAL INTENTION TO USE A CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEMS

Over the past few years, firms around the world have implemented customer relationship management (CRM) systems to have a “end-to-end” integrated systems. While Millions of dollars are being spent on software, hardware and CRM personnel. In spite of investment in “CRM”, uses are still not paying attention. This research is based on data from 208 potential users, examines various factors affecting users behavioral intention to use the CRM system. The results indicate that subjective norms, perceived usefulness and compatibility are determinants of behavioral intention to use the system. In addition, perceived usefulness affects attitude towards use, and both perceived ease of use and compatibility affect perceived usefulness. Implications of these findings are discussed and further research opportunities described.