The purpose of this paper is to look at the issue of perceived ease of use of a web‐based customer relationship management system and consider the role of organizational commitment as a possible antecedent.
Data for this study were collected from among managers of a major player in the community banking sector within the EU. A total of 274 valid responses were obtained from 398 managers.
Results have been mixed and partially conditioned by service providers’ willingness to leverage the possibilities that the technology can provide.
The study was limited to a single organization and consequently the results should be generalized with caution. Replication studies with improved measures, in other countries and contexts are desirable.
The results can be useful for management, since Web‐based customer relationship management systems have been adopted by many service providers in their quest to offer better one‐to‐one marketing possibilities to their customers.
This paper demonstrates the importance of fostering a sense of organizational commitment amongst key service providers, as this in turn seems to enable them to overcome many impediments pertaining to technology use.
