Research
Adoption of Electronic CRM in Service Sector: Using an Integrated Model
The main objective of this research is to develop an integrated model of significant success factors of the adoption e-CRM system by determining the intention behavior the user in the service sector. The proposed research model was constructed based on the innovation diffusion theory (Rogers 2003), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Task Technology Fit model (TTF). A quantitative study carried out with 340 respondents belonging to Tunisian companies with customer databases “A priori judgment†sample method was chosen. We used structural equation modeling that is an adequate solution to the design of theoretical models and to test the research hypothesis
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.
