چکیده:
A successful E-CRM strategy and implementation should be able to demonstrate a shift in the number of interactions from higher cost channels to lower cost electronic channels. Combining this with the ability to demonstrate either sustained or improved relationship strength levels will provide a good overall indicator of the value of a company's E-CRM activities. Highly effective E-CRM comes when companies accurately allocate resources to those areas where they can have the highest impact. The technology acceptance model (TAM) is particularly useful for explaining and analyzing Information System-usage behavior and subsequently, the behavior is influenced by attitude and behavioral intention.Therefore, this study integrates TAM with an extension of innovation diffusion theory (IDT), 1S innovation model, in a complimentary manner and, furthermore, empirically concludes some guidelines for practitioners to effectively assist in the diffusion of E-CRM in Clothing lndustry .Based on 85 questionnaires collect from 15 clothing companies in Iran, the research finds that studies strongly support this hybrid technology acceptance approach Using the E-CRM Information System.
خلاصه ماشینی:
The technology acceptance model (TAM) is particularly useful for explaining and analyzing Information System-usage behavior and subsequently, the behavior is influenced by attitude and behavioral intention.
Based on 85 questionnaires collect from 15 clothing companies in Iran, the research finds that studies strongly support this hybrid technology acceptance approach Using the E-CRM Information System.
Much research has been done on such topics as E-CRM management (Romano & Fjermestad, 2003), E-CRM marketing techniques (Jackson & Wang 1995; Pan & Lee, 2003), the adoption; of E-CRM in organizations (Wu & Wu, 2005), and E-CRM applications that facilitate Internet business (Wang & Head 2001; Adebanjo, 2003).
Wu (2005) explored the adoption of customer relationship management systems by integrating aspects of Davis’ (1989) technology acceptance model TAM with Roger's (Roger, 1995) innovation diffusion theory (IDT).
Users' compatibility , observability and trialability with E-CRM information system will positively influence their attitudes to use.
CRM user satisfaction is frequently employed as a surrogate of IS success and refers to the extent to which the system meets the needs of the users (Doll &Torkzadeh, 1988) It is reasonable to expect that a salesperson that feels satisfied with the information that the system provides, regarding his/her customer profiles, will use and finally accept the system.
it puts forward a new hybrid technology acceptance model to use to study Using the E-CRM information system in Iran's Clothing Industry.
This study combines IDT, TAM and proposes a hybrid technology acceptance model to study Using the E-CRM Information System in Clothing Industry.