Chummun, B. Z. , Cullen, M., Calitz, A. P., Boucher, S., Jonker, Y.
Abstract
Technology adoption is important in the evolution of call centres, where the focus is on automation with minimal human intervention. Various factors affect the adoption of new technologies. This study explores the key factors influencing the adoption of technology in South African call centres. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research analyses the constructs of performance expectancy, effort expectancy, social influence and facilitating conditions. It also highlights the call centre environment and the importance of the acceptance of new technology. Data were collected through an online questionnaire distributed to call centre employees and a total of 141 responses were statistically analysed. Exploratory factor analysis and multivariate statistical analyses were used to identify relationships between the independent factors and the behavioural intention to adopt new technologies. The findings show that performance expectancy, effort expectancy and facilitating conditions were the most significant drivers of technology adoption in call centres in South Africa. Social influence was an important mediator in that females had a higher Social influence rating than males in this study. The study’s results contribute to theoretical and practical fields as it extends the application of UTAUT by incorporating insights into the unique behavioural and infrastructural challenges of call centres in developing economies. Practically, the research gives recommendations for call centre managers, including specific training, increased technical support and strategies to address resistance to change.