A Behavioural Approach to CRM Systems Evaluation

The literature on technology acceptance and emotions is reviewed in a bid to investigate the human aspects of CRM systems evaluation. Specifically it is argued that taking into account more intricate human dimensions in system evaluation might lead to a more comprehensive realisation of benefits for an organisation. A research agenda is scoped and presented alongside a conceptual, behaviours based evaluation framework for CRM systems. The intention is to add value to CRM evaluation exercises by providing organisations with a way of considering employee alignment with CRM IS in a bid to realise business benefits.