Mandatory adoption of customer relationship management information technology: the role of customer support in an attitude-intention model

We explore the applicability of attitude-intention models in predicting customer relationship management (CRM) information technology use in call centres, where information technology use is mandatory and the information technology application is integral to job performance. In voluntary adoption contexts, information technology use attitude is not a significant predictor of intention. However, information technology use attitude has not been investigated in mandatory adoption contexts. Our analysis of qualitative data from call centre managers, supervisors and agents suggests that both attitudes and intentions are necessary in obtaining use of CRM information technology systems. Additionally, we identify two new constructs causally linked in the manner suggested by the theory of reasoned action: attitude toward supporting customers and intention to support customers. The uncovering of these additional antecedents to CRM information technology adoption suggests that basic customer support training should be included in information system training.