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.
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