QUALITATIVE INVESTIGATION OF TAM
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Table 3 .
Participant Name
Code
Quotations
Daniel Lawrence
PU, EF
“If people look at it and say, this is gonna take me more time to understand than to enter the data, they ’ re just gonna withdraw from the activity automatically. ” “The main issues are around the adoption of Salesforce and people just having a negative perception of it.” “I'm gonna always ask the question about cost and what would be the return on the investment, how we would see this product, this technology giving us an overwhelming return for what we ’ re investing in it.” “ I think that ’ s the biggest resistance is, you know, we already have so many different things we're using and having to learn something new and take the time and effort to get it up and running to fit what we need is, is a challenge. ” “ There has been a lot of pushback, or there was in our exploration phase. There ’ s concerns about privacy and the idea of sharing a relationship that someone has built over time. ”
Deborah Anderson
ER
Roger Carmichael
CR
Caroline Sanders
TS
Annika Noel
DS
RQ3 Findings: TAM Principles
Participants were asked about the perceived ease of use and perceived usefulness of CRM
technologies in their states, both for existing implementations and for those that have not
implemented CRM technologies (see Figures 11-12). Interview participants were asked to share
their opinion on the perceived ease of use of CRM technologies in their states. All interview
participants reported the perceived ease of use as difficult (42%), moderate (29%), easy to use
(8%), and no response (21%). Among only the participants currently using CRM technologies,
the data was reported as difficult (56%), moderate (31%), and easy to use (13%). Similarly, data
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