IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v29y2025i2p139-150.html
   My bibliography  Save this article

Using the Technology Acceptance Model (TAM) in Understanding Customers’ Behavioural Intention to Use E-CRM: Evidence from the Banking Industry

Author

Listed:
  • Anupreet Kaur Mokha
  • Pushpender Kumar

Abstract

The present study has aimed to understand the customers’ behavioural intention to use electronic customer relationship management (E-CRM) in the banking industry, using the technology acceptance model (TAM). Purposive sampling technique is used to collect data from 300 banks that included customers from Delhi (India), and partial least square-structural equation modelling (PLS-SEM) was employed. The reliability and the validity of the overall model were evaluated using the measurement model, and the hypotheses were tested using the structural model. The results reveal that E-CRM had a positive impact on both perceived usefulness and perceived ease of use, which, in turn, had a positive impact on the attitude towards using E-CRM, which ultimately led to a positive behavioural intention of customers towards using E-CRM. This study reveals that there is a large potential for policymakers to raise awareness and acceptance of E-CRM services among the customers.

Suggested Citation

  • Anupreet Kaur Mokha & Pushpender Kumar, 2025. "Using the Technology Acceptance Model (TAM) in Understanding Customers’ Behavioural Intention to Use E-CRM: Evidence from the Banking Industry," Vision, , vol. 29(2), pages 139-150, April.
  • Handle: RePEc:sae:vision:v:29:y:2025:i:2:p:139-150
    DOI: 10.1177/09722629211060565
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09722629211060565
    Download Restriction: no

    File URL: https://libkey.io/10.1177/09722629211060565?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:29:y:2025:i:2:p:139-150. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.