The Adoption of e-CRM System in Service Firms: Creation of a Measurement Scale
This paper aimed to develop scales to measure the adoption of the e-CRM systems in service firms. A qualitative study consists of 10 semi-structured interviews to explore the intention of marketers to adopt the e-CRM system; we opted for an inductive approach for the generation of items, since the scales in the literature are not adapted to the context of this study. We chose six experts to take part in the survey; data collection was carried out through interviews; these experts judged the relevance of each of the 27 items generated. During the 6 interviews, we noted several relevant impressions and remarks from the experts.
