QUALITATIVE INVESTIGATION OF TAM
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of use, and perceived usefulness. He identifies user buy-in, costs and resources, and perceived
ease of use as criteria for technology adoption. Terrence stated that evaluations were used as pre-
adoption approaches. Additionally, he views perceived usefulness, employee resistance, and data
privacy as adoption barriers. The university currently uses ad hoc systems instead of a CRM.
Terrence states that costs and resources are a potential risk for CRM implementation. He stated
that he perceives CRM technologies as useful, and the implications for outreach, engagement,
and communications include contact and data management, and client insights.
Daniel Lawrence
Daniel Lawrence is an associate director of Extension at a university in the western
region. He currently utilizes the QuickBase CRM system for Extension at his university and
defines CRM as lifecycle contact management. Daniel reported that the benefits of a CRM
system include reporting and evaluation, and contact and data management. Daniel reports a high
level of success of the CRM at his university, serves his colleagues as a local champion, and
reports varied employee acceptance with low employee resistance. The reasons for employee
resistance include change management and efficiency. Daniel states that the critical success
factors include strategic organizational planning and user buy-in. His criteria for technology
adoption include strategic organizational planning, and costs and resources. The pre-adoption
approaches that Daniel reported include communicating across the organization, and training and
support. His reported barriers to adoption include change management, employee resistance, and
perceived ease of use. The current systems being used in Extension at his university include
CRM and other ad hoc solutions. Daniel states that data privacy, data security, and perceived
ease of use are potential risks for CRM technologies. He reports a moderate ease of use of the
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