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Intention to use mobile customer relationship management systems

机译:打算使用移动客户关系管理系统

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摘要

Purpose– The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM) systems in the course of their day-to-day activities.Design/methodology/approach– An extended Technology Acceptance Model (TAM) of mobile CRM system adoption is developed and tested with data from 105 international sales managers representing five B2B companies.Findings– The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model demonstrates that personal innovativeness and perceived reachability have significant effects on the TAM framework.Research limitations/implications– The relatively small sample size limits the generalization of the results.Practical implications– Sales managers’ intention to adopt mobile CRM can be explained by the extended TAM framework. Understanding the key factors that influence intention to adopt a mobile CRM system will aid companies in implementing it among their sales force. Companies willing to foster adoption of a mobile CRM system among the sales force could focus on communicating the usefulness of using the system and benefits gained from enhanced reachability. Recruiting sales people with strong personal innovativeness is beneficial.Originality/value– This study responds the calls for studies on mobile platforms and on the use of mobile B2B applications in sales force management. It is among the first attempts to incorporate variables derived from mobile technology acceptance literature among the sales force into the TAM framework, to better explain acceptance of mobile CRM systems.
机译:目的–本文的目的是调查企业对企业(B2B)销售经理在日常活动过程中使用移动客户关系管理(CRM)系统的行为意图。设计/方法/方法–开发移动式CRM系统采用的扩展技术接受模型(TAM),并使用来自代表五家B2B公司的105名国际销售经理的数据进行测试。研究结果–该研究使用来自移动技术和销售人员的三个附加构造扩展了TAM框架。自动化文献,即在IT领域的个人创新,可感知的风险和可感知的可达性。该模型表明,个人创新能力和可感知的可达性对TAM框架具有重大影响。研究局限/含义–相对较小的样本量限制了结果的概括。实际意义–销售经理采用移动CRM的意图可以通过以下方式得到解释:扩展的TAM框架。了解影响采用移动CRM系统意图的关键因素,将有助于公司在其销售队伍中实施该系统。愿意促进销售人员采用移动CRM系统的公司可以专注于传达使用该系统的有用性以及增强的可达性所带来的收益。招募具有较强个人创新能力的销售人员将是有益的。原创性/价值–这项研究回应了有关在移动平台上进行研究以及在销售人员管理中使用移动B2B应用程序的呼吁。这是首次尝试将销售人员中来自移动技术验收文献的变量整合到TAM框架中,以更好地解释移动CRM系统的验收情况。

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