| dc.description.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 | en_US |
