The Intention of The Sales Force To Use Mobile CRM: Model Development and Validation

Abstract

There is growing interest in the use of mobile devices and services in firm-client relationships, and especially in sales force management (MSI 2012). Accordingly, we investigate the behavioural intentions of B2B sales managers to use mobile CRM in the course of their work. A conceptual model of mobile CRM adoption is developed and empirically tested with data from 105 sales managers representing five B2B companies. The results highlight the role of perceived usefulness in determining a user’s attitude to mobile CRM and their intention to use it. In addition, perceived reachability and perceived behavioural control were found to explain intention to use. Contrary to expectations, neither attitude or the user’s experience of CRM software nor their experience of mobile devices explains the adoption of mobile CRM.KeywordsConceptual ModelMobile DeviceModel DevelopmentBehavioural IntentionBehavioural ControlThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.