Impact of Effective Organizational Characteristics on Adoption of Customer Relationship Management in Melli Bank Branches in Khuzestan Province - Iran

Abstract

The objective of this study is to identify effective organizational characteristics on adoption of customer relationship management in Melli bank branches in Khuzestan province-Iran. The research model was designed in accordance with TAM model to adopt new technologies. Studies conducted have noted to effective organizational characteristics on the adoption of customer relationship management system. In this study effective organizational features on adaption of customer relationship management system were measured based on research of Ko & Hung, variable of organization size, Agnes research, variable of innovation, Fakhrdaei and Peltier, variable of CRM knowledge, research of Agnes, Fakhrdaei and Peltier , variable of attitude toward to change, Agnes , Wu & Richard, variable of market orientation and based on research of Avlonitis, variable of expectations. In this research each variable is described using descriptive statistics indices, then it measure using causal model. The analysis results showed that in general knowledge of CRM and expectations through perceived ease of use affect adoption of effective customer relationship management system. Attitude toward to change through perceived usefulness affects adoption of effective customer relationship management system. Market orientation through perceived usefulness and perceived ease of use affect adoption of effective customer relationship management system. Perceived usefulness and perceived ease of use directly affect the adoption of customer relationship management system. The perceived ease of use has a positive effect on perceived usefulness.