QUALITATIVE INVESTIGATION OF TAM
142
fostering successful CRM adoption. In general, participants overwhelmingly perceived CRM
systems as useful. From the interviews, existing CRM implementations are viewed as being able
to, or having the potential to, positively contribute to outreach, engagement, and communications
efforts within the CES. Strategic marketing and communications, contact and database
management, and data-driven decision-making were identified as key areas where CRM systems
play a critical role. An in-depth statistical analysis investigated the potential correlation between
employee resistance and perceived ease of use. The correlation coefficient of − 0.217 suggests a
negative correlation, meaning that an increase in perceived ease of use tends to be associated
with a decrease in employee resistance. However, perceived ease of use may not serve as a
decisive factor in influencing employee resistance to CRM systems within the context of this
research.
Powered by FlippingBook