Jordan banks' perceptions of customer relationship management: a TAM-based investigation

Abstract

The main objective of this study is to empirically analyse customer relationship management (CRM) adoption in the banking sector based on the technology acceptance model (TAM). Five external variables are added to the original TAM framework, namely user training, computer anxiety, self-efficacy, top management support, and technical support. The model generated 13 hypotheses related to the links between the external factors and the original internal factors of perceived usefulness, perceived ease of use, and behavioural intention to use. The developed model was tested using a two-step approach of structural equation modelling (SEM): estimating measurement and structural models. Seven hypotheses were accepted based on the confirmed model. Respondents are mainly young educated married males. Overall, the analysis revealed the importance of some factors in the study. Perceived usefulness has the highest impact on the behavioural intention, and all other factors, including the perceived ease of use, could affect the intention to use through the perceived usefulness.