Scoping study to identify factors influencing the acceptance of social CRM

Web 2.0 at a high level is described as the convergence of technologies that enable people to easily interact and collaborate. The use of these tools as a channel for communication and sharing information by individuals has also an effect on customer relationship management (CRM). This paper reports on a scoping study that explored the current situation of CRM adoption in banking industry in Saudi Arabia. It aims to identify the factors that influence the use of social CRM (SCRM). Various models have been proposed to study technologies acceptance and usage. This paper proposes an enhancement of the Technology Acceptance Model (TAM), by incorporating a range of factors identified in the business relationships literature believed to influence SCRM adoption.