"Exploring Consumer Attitude Toward Participating In Social Customer Relationship Management Programs Through An Extended Technology Acceptance Model An Application To Zalo Official Account For Coffee Shops In Vietnam"

Abstract

Customer Relationship Management (CRM) has been considered a cornerstone of a strong marketing strategy, as it centralises customer data and personalises interactions to drive sales and loyalty. As the digital world evolved, it has come to the birth of social CRM (sCRM) where all the CRM activities would be performed on top of a social media platform. This research is conducted to study the impact of the elements that have an influence on potential users’ intentions toward joining sCRM, specifically Zalo Official Account in the Vietnam context. This paper will also study to what extent a customer’s intention would be influenced by adopting a variance of the Technology Acceptance Model (TAM), to examine the existing variables of TAM including Perceived Ease of Use, Perceived Usefulness and Intention, as well as new factors of the variance such as the Attitude, Perceived Enjoyment, User Satisfaction and Perceived Risk. With 307 valid respondents with ages ranging from 16 to above 25, this study has come to the findings of 6 supportive hypotheses that have an impact on the usage intention of sCRM. Moreover, this research will also suggest potential theoretical and practical implications for future studies