Technology Acceptance Model and Social CRM: A Model for Customer Engagement

Musfiq Mannan Choudhury, PhD


Social CRM is a new domain of research which has come into focus of interest built on the development of social media technologies since 2006. Here, based on the work of Harrigan   et. al. (n.d.) and Brodie et. al. (2011) along with the purview of the extensive literature on customer engagement in CRM in the Journal of Service Research, 2010, this study develops a conceptual model to explain the relationships leading to possible outcomes of implementing social CRM. The Technology Acceptance Model (TAM) of Davis (1989) was incorporated into the model to provide a clear picture of how customers accept a new technology and possible engagements in the media. The model will be tested using structural equation modelling. Possible findings will lead to new relationships amongst the variables, hence contributing to knowledge building on existing literature. Business practitioners will benefit from getting first insights into how customers look into their engagements in social media technologies and what are the manifestations of the customer communications in such media.


CRM, Social Media, Technology Acceptance Model

Full Text:



Allen, T. (2008). The secret sauce that maximizes ROI for ERP. Strategic Finance, 89(7), 33-37.

Askool, S. S. and Nakata, K. (2010). “Scoping Study to Identify Factors Influencing the Acceptance of Social CRM”, Proceedings of the 2010 IEEE ICMIT, 1055-1060.

Baird, C. H. and Parasnis, Gautam (2011), From Social Media to Social Customer Relationship Management, Strategy & Leadership, 39(5), 30 – 37

Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., and Saffert, P. (2010), Analytics for Customer Engagement, Journal of Service Research, 13(3), 341-356.

Brodie, R., Hollebeek, L., Juric, B., and Ilic, A. (2010). ‘Customer Engagement: Conceptual Domain, Fundamental Propositions and Implications for Research‘, Journal of Service Research, 14 (3), 252-271.

Boulding, W., Staelin, R., Ehret, M., and Johnston, W. J. (2005), A Customer Relationship Management Roadmap: What is known, Potential Pitfalls, and Where to Go, Journal of Marketing, 69 (4), 155-166.

Chen, J. and Ching, R.K.H. (2007), “The effects of Information and Communication Technology on Customer Relationship Management and customer lock-in”, International Journal of Electronic Business, 5(5), 478-498.

Choudhury, M. M. (2008), A Study of the Significant Factors affecting Trust in E-Commerce. Thesis (PhD). Durham University, UK.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology, MIS Quarterly, 13(3), 319-340.

Davis, F .D. Bagozzi, R.P., and Warshaw, P.R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science, 35(8), 982–1002.

Eid, R. (2007). Towards a Successful CRM Implementation in Banks: An Integrated Model. The Service Industries Journal, 27(8), 1021-39.

Frow, P., Payne, A. Wilkinson, I. F., and Young, L. (2011). Customer management and CRM: Addressing the Dark Side. Journal of Services Marketing, 25(2), 79–89.

Gefen, D., Karahanna, E., and Straub, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly 27(1), 51-90.

Gefen, David and Detmar W Straub, (2004). Consumer Trust in B2C e-Commerce and the Importance of Social Presence: Experiments in e-Products and e-Services. Omega: The International Journal of Management Science, 32(6), 407- 424.

Gummesson, E. (2002). Relationship Marketing in the New Economy. Journal of Relationship Marketing, 1 (1), 37-58.

Harvard Business Review (HBR) (2010). The New Conversation: Taking Social Media from Talk to Action”, A Report by Harvard Business Review Analytic Services and SAS.

Harrigan, P., Choudhury, M.M., Harris, L. and Alford, P. (n.d.). Modelling CRM in the Social Media Age (working paper).

Harrigan, P., Ramsey, E. and Ibbotson, P. (2011). Critical Factors Underpinning the e-CRM Activities of SMEs, Journal of Marketing Management, 26(13/14), 1-27.

Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S, Lobschat, L, Rangaswamy, A., and Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311-330.

Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., and Singh, S. S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283-96.

Kohli, A. K. and Jaworski, B.J. (1990). Market Orientation: the Construct, Research Proposition, and Managerial Implications. Journal of Marketing, 54 (2), 1-18.

Jayachandran, S., Sharma, S., Kaufman, P., and Raman, P. (2005). The Role of Relational Information Processes and Technology Use in Customer Relationship Management. Journal of Marketing, 69(4), 177-192.

Kumar, V., Akzoy, L., Donkers, B., Wiesel, T., Venkatesan, R., and Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13 (3), 297-310.

Li, Y., Liao, X. W., and Lei, H. Z. (2006, March/April). A knowledge management system for ERP implementation. Systems Research and Behavioral Science, 23(2), 157-168.

McKnight, D.H., Choudhury, V., and Kacmar, C. (2002). Developing and Validating Trust Measures for E-Commerce: An Integrative Typology, Infor¬mation Systems Research, 13 (3), 334-359.

Narver, J. C. and Slater, S. F. (1990). The Effect of Market Orientation on Business Profitability. Journal of Marketing, 54, 20-35.

Nambisan, S., and Baron, R.A. (2007). Interactions in virtual customer environments: implications for Product Support and Customer Relationship Management. Journal of Interactive Marketing, 21(2), 42–62.

Osarenkhoe, A. and Bennani, A. (2007). An Exploratory Study of Implementation of Customer Relationship Management Strategy. Business Process Management Journal, 13(1), 139 - 164

Sin, L.Y.M., Tse, A.C.B., and Yim, F.H.K. (2005). CRM: conceptualization and scale development. European Journal of Marketing, 39 (11/12), 1264-1290.

Tripathi, M. N. (2009). Customer Engagement- Key to Successful Brand Building. XIMB Journal of Management, Vilakshan, XIMB Journal of Management, 5 (1), 130-140.

Van Bruggen, G. H., Antia, K.D., Jap, S.D., Reinartz, W.J., and Pallas, F. (2010), Managing Marketing Channel Multiplicity. Journal of Service Research. 13(3), 331-340.

Van Doorn, K.N. L., Mittal, V., Nass, S., Pick, D. Pirner, P., and Verhoef, P.C (2010), “Customer Engagement Behavior: Theoretical Foundations and Research Directions,” Journal of Service Research, 13(3), 253-266.

Venkatesh, V. and Morris, M.G. (2000). Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior, MIS Quarterly, 24 (1), 115–139.

Verhoef, P.C., Reinartz, W.J., and Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247-252.

Wuyts, S. H. K., Dekimpe, M.G., Gijsbrechts, E., and Pieters, F. G. M. (2010). The Connected Customer: The Changing Nature of Consumer and Business Markets. New York: Routledge.


  • There are currently no refbacks.