Extension of TAM Approach to the Adoption of Mobile CRM by Medical Representatives in Pharma Sector: An Empirical Study
Published: 2016
Author(s) Name: Sathya Swaroop Debasish and Sabyasachi Dey |
Author(s) Affiliation: Associate Professor, Department of Business Administration, Utkal University, Odisha, India
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Abstract
In recent years, Customer Relationship Management (CRM) has become a topic of major importance.
However, the mobile medium as an element of CRM (i.e., mobile CRM) is rarely taken into
consideration. This paper attempts to investigate the behavioural intention of sales executives of
pharmaceutical sector to adopt this mobile technology. To examine this, an extended technology
acceptance model (TAM) is used which has now become one of the most widely used models in
information technology. This extended research model is tested against data obtained from 158
sales executives from top pharmaceutical companies covering the Odisha state. Correlation analysis,
and multiple regression analysis were used to analyze these data. Our findings indicated that
behavioural intention was sufficiently explained by perceived usefulness, perceived ease of use, perceived
information quality and perceived system quality. Perceived Job Relevance also emerged as a strong
predictor of behavioural intention to explain the adoption of mobile CRM. Contrary to our hypothesis,
Perceived Reach ability did not exert sufficient effect on behavioural intention.
Keywords: Mobile CRM, Technology Acceptance Model, Pharmaceutical Sector, Perceived Usefulness, Perceived Job Relevance.
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