A conceptual model for acceptance of social CRM systems based on a scoping study


Recent developments in information technology and Web services have increased the potential for creating more rapid and extensive social networks and business relationships. Web 2.0 technologies, commonly referred to as online social media, have become important tools within the growth of information and communication technology (ICT) in the last few years. Web 2.0 tools such as blogs, Wiki and other services, which are widely used by individuals, also have an effect on customer relationship management (CRM) systems. Consequently, social CRM (SCRM) is emerging as a new paradigm for integrating social networking in more traditional CRM systems. However, social CRM is yet to be fully utilised as a value-adding tool in improving customer relationships. This paper reports on a scoping study that explored the current situation of CRM adoption in banking industry in Saudi Arabia. The aim of this paper is to identify the factors that may influence businesses and customers’ adoption of social CRM. Various models have been proposed to study ICT and information systems acceptance and usage. This paper proposes an enhancement to one of these models, specifically the Technology Acceptance Model (TAM), by incorporating a range of factors identified in the social networking and business relationships literature believed to influence social CRM adoption. In particular, the model proposes that familiarity, caring behaviour, sharing information and perceived trustworthiness can generate cognitive view about the relationships between employees and customers. This view besides Web 2.0 features may offer a way of analysing the potential adoption of social CRM.

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The authors would like to express their thanks to Saudi Arabian Ministry of Higher Education for having financially supporting this study, and the Saudi Arabian Cultural Bureau in UK. We also wish to acknowledge Saudi Arabian banks and CRM consultants who expressed interest in this research for their assistance and support to conduct the scoping study to understand the current situation of CRM implementation in Saudi Arabia.

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Correspondence to Sanaa Askool.

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Askool, S., Nakata, K. A conceptual model for acceptance of social CRM systems based on a scoping study. AI & Soc 26, 205–220 (2011).

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  • CRM
  • Web 2.0
  • Social CRM
  • TAM
  • Saudi Arabia
  • Developing countries