Enhancing Sustainability in Solution Projects through Social CRM: An Expansion of the Self-Efficacy Value Adoption Model

Abstract

This study applies the Self-Efficacy Value Adoption Model (SVAM), which views users of technology as customers, to explore the influence of Perceived Environmental Value (PEV) and the cultural dimension of Uncertainty Avoidance (UA) on the intention to adopt Social Customer Relationship Management (Social CRM). The research addresses the challenge of improving organizational sustainability by adopting Social CRM for managing solution projects that integrate products and services. The objectives are to evaluate the impact of self-efficacy (SE) on PEV and adoption intentions and to assess how UA moderates this relationship. This study sampled 205 professionals from the Indonesian energy industry who have been using CRM for 24 years. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with AMOS version 26. The results show that SE has a significant positive effect on PEV and adoption intention, with UA moderating this effect (path coefficient of 0.602, p ≤ 0.001). PEV was found to strongly influence the intention to adopt Social CRM, and PEV fully mediated the relationship between SE and adoption intention. This research highlights that the type and level of technological knowledge influence perceptions of emotional and social value, and that combining the SVAM with PEV and UA enhances solution projects that align with business and sustainability goals.