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Study of Intentions to Use Cloud CRM Within Saudi SMEs: Integrating TAM and TPB Frameworks
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Author(s): Karim Mezghani (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)and Mohammed AbdulAziz Almansour (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia)
Copyright: 2019
Pages: 18
Source title:
Business Transformations in the Era of Digitalization
Source Author(s)/Editor(s): Karim Mezghani (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)and Wassim Aloulou (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)
DOI: 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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