How does Organizational Culture Impact Intention to use Customer Relationship Management Amongst Employees?

• Main Author: Vikström, Fredrik
• Format: Others
• Language: English
• Published: Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle 2016
• Subjects: CRM; organisational culture; competing values model; technology acceptance model; CRM adoption; intention to use CRM
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-60033

Purpose: The aim of this thesis is to elaborate on if organisational culture has an impact on the intention to use a CRM system. Methodology: The data was collected by use of an online questionnaire, the questions used were created based on the literature review andmeasured according to a 5 point Likert-scale Conclusion: Organisational culture has no meaningful impact on intention touse CRM. This since each of the culture types produced results which were outside acceptable perimeters. Out of the three aspects of the technology acceptance model,attitude has the biggest impact on intention to use CRM. PEOU and PU were not within acceptable perimeters. Neither PU nor PEOU had a statistical significant impact on attitude, leaving attitude as a sole positive contributor to intentionto use CRM. K