The effect of behavioural activation and inhibition on CRM adoption

Abstract

Purpose – This paper seeks to examine the effect of behavioural inhibition and behavioural activation systems on users' intention to adopt customer relationship management (CRM) applications.

Design/methodology/approach – Data for this study were collected from among managers of a major player in the community banking sector within the European Union. A total of 274 valid responses were obtained from 398 managers.

Findings – The results indicate that individuals with different combinations of BIS‐BAS levels demonstrate varying degrees of willingness in adopting and contributing towards the CRM system.

Practical implications – These results can be useful for human resources managers, who can screen individuals for positions requiring customer interface and effective use of CRM systems. The need to align employees' characteristics with CRM goals and strategies is critical to the successful application of CRM systems but has often not been given sufficient attention.

Originality/value – This paper demonstrates that individual behaviour can be attributed to different personality traits, which in turn can be traced back to physiological as well as psychological origins.