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Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks

Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks

Karim Mezghani, Mohammed AbdulAziz Almansour
Copyright: © 2019 |Pages: 18
ISBN13: 9781522572626|ISBN10: 1522572627|ISBN13 Softcover: 9781522586258|EISBN13: 9781522572633
DOI: 10.4018/978-1-5225-7262-6.ch003
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MLA

Mezghani, Karim, and Mohammed AbdulAziz Almansour. "Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks." Business Transformations in the Era of Digitalization, edited by Karim Mezghani and Wassim Aloulou, IGI Global, 2019, pp. 33-50. https://doi.org/10.4018/978-1-5225-7262-6.ch003

APA

Mezghani, K. & Almansour, M. A. (2019). Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks. In K. Mezghani & W. Aloulou (Eds.), Business Transformations in the Era of Digitalization (pp. 33-50). IGI Global. https://doi.org/10.4018/978-1-5225-7262-6.ch003

Chicago

Mezghani, Karim, and Mohammed AbdulAziz Almansour. "Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks." In Business Transformations in the Era of Digitalization, edited by Karim Mezghani and Wassim Aloulou, 33-50. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7262-6.ch003

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Abstract

This chapter attempts to study the intentions to use cloud-based CRM applications through a combination between a Technology Acceptance Model (TAM) and a Theory of Planned Behavior (TPB). To test the different links identified in the research model, a research questionnaire was prepared and sent to marketing managers within Saudi SMEs in Saudi Arabia. A total of 41 useful questionnaires were collected. The authors opted to the structural equation modeling (SEM) using the Partial Least Squares (PLS) to analyze data. The tests are prepared with XLstat software since it integrates both factor analysis and PLS modules. Among the main statistical analyses, the authors conclude that the TPB-TAM is suitable to study cloud CRM. From a managerial perspective, the authors expect that cloud CRM is perceived with good impression and that this new technology should be implemented strongly and gradually in SMEs to improve the quality of services provided to customers and organizations.

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