QUALITATIVE INVESTIGATION OF TAM
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Chapter 5: Discussion
Overview
The final chapter of this research study considers all data available in the research
background and literature review. This analysis consists of the researcher’s findings as it pertains
to the qualitative phenomenological study of the TAM on the adoption of CRM technologies
within the CES. This chapter provides readers with answers and clarifications regarding the
research questions to better understand the perceived benefits, barriers, and the extent of TAM
influence on the adoption of CRM technologies in this CES. It includes principles such as
perceived ease of use and usefulness. This research also has implications not only for the
theoretical framework but also for the methodology deployed throughout the research. Equally
important, there are several practical implications for the CES. There are also several
delimitations and limitations to this research that are discussed along with recommendations for
future research.
Summary of Findings
The findings of this research highlight various aspects of CRM adoption and
implementation within the CES. First, the majority of participants who participated in the
research interviews included individuals from various roles, including CES directors and
administrators, communication practitioners, and IT professionals. This is similar to the
participation found in the Extension Foundation’s landscape assessment of CRM technologies in
Extension. Interview participants were distributed across the various regions, with the
northeastern region being the most prevalent. Although a more even distribution would have
been more desirable, data from the landscape assessment assisted in filling in some
representation gaps. Second, it was very clear from the research that the Salesforce CRM was the
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