QUALITATIVE INVESTIGATION OF TAM
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and reported success, the correlation coefficient is not strong, suggesting that other factors may
be influencing reported success. On the relationship between the presence of a local champion
and perceived ease of use, the correlation coefficient was 0.327, suggesting a positive
correlation. This means that there is a moderate positive correlation between the presence of a
local champion and the perceived ease of use, as described by participants as easy to use .
Employee Resistance
Interview participants were asked about the presence of employee resistance regarding
current or potential CRM technologies in their states, and the results found that resistance to be
moderately high (see Figure 4). This was particularly true among participants currently using
CRM technologies, with 38% reporting high employee resistance and 31% reporting moderate
employee resistance. The most frequently reported reasons for employee resistance among all
interview participants were change management (15%), digital literacy (15%), perceived
usefulness (15%), perceived ease of use (11%), and costs and resources (7%). Similar results
were identified among the interview population that currently uses CRM technologies. The most
frequently reported reasons for employee resistance among interview participants who are
currently using CRM technologies include digital literacy (17%), perceived ease of use (14%),
perceived usefulness (14%), change management (14%), and costs and resources (7%).
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