QUALITATIVE INVESTIGATION OF TAM
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resistance. With these findings, it does appear that the TAM principle of perceived ease of use
has implications for the adoption of CRM technologies in the CES.
In the study by Ngangi and Santoso (2019), they found that perceived ease of use had
significant effects on perceived usefulness and intention to use CRM technologies. However, this
research did not draw comparisons to those conclusions. Overwhelmingly, CES professionals
reported seeing high levels of perceived usefulness of CRM technologies within their
organizations, and that seemed to have little impact on the moderately difficult perceptions of
ease of use. However, there are several factors as to why that may be. First, CES organizations
do not appear to have a traditional use of CRM technologies, as one might find in other
professional sectors. The CES use of CRM technologies is also very different from other areas of
universities themselves, such as admissions or development. In general, CES professionals
reported the benefits of CRM technologies to be more about contact and data management, as
well as strategic marketing and communications. Throughout the interviews, participants often
shared that their implementation of CRM technologies was focused on a limited set of features,
including things like email marketing and event management.
Employee Resistance
Regarding employee resistance, Wang and Lien (2018) found that training employees in
statistics or database management is helpful for improving CRM operational skills among
beginning users. Wang and Lien (2018) also highlighted that both perceived ease of use and
perceived usefulness are good predictors of CRM adoption, and other constructs such as system
complexity, compatibility, and trialability serve as mediators in forecasting user intentions.
Overwhelmingly, participants reported training and support as critical barrier to CRM
implementation in their states. They also identified training and support as major factors for
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