QUALITATIVE INVESTIGATION OF TAM
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perceived benefit. In a study by Mero and Taimenen (2016), the findings suggest that the use of
marketing automation has a high impact on generating quality leads through both behavioral
targeting and content personalization. Mero and Taimenen (2016) also suggested that behavioral
tracking through marketing automation can increase transparency between different segments
within the organization and foster closer cooperation. In the context of the CES, this research
suggests some possibilities toward this with institutions that are more open regarding shared use
of contacts. However, as previously mentioned, centralization of data is a significant point of
concern for many CES professionals.
Customer Satisfaction, Loyalty, Engagement.
In the study by Susantara et al. (2023), their findings demonstrate how the
implementation of CRM systems impact customer loyalty, first by creating targeted
communications through the database available within the system, and sharing relevant
information through customer interactions on social media. The study also found that CRM can
increase sales volume with customers based on client insights stored within the system. Within
the context of the CES, sales have a fairly different function. Many CES programs are available
to the public at no cost, while others may have a fee associated with specific events. Participants
in this study reported use of Modern Campus Destiny One CRM as a source of revenue
generation. One participant from the southern region shared how this CRM system has greatly
increased revenue generation for county offices in the CES and that factor has had a significant
influence on the perceived usefulness of the technology, furthering the adoption of that
technology throughout the counties. The ease of collecting client data through a CRM, gathering
revenue, and maintaining a record of client engagements with the CES for remarketing efforts
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