QUALITATIVE INVESTIGATION OF TAM
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not only has the potential to increase the return on investment of CRM technologies for the CES
but also creates opportunities for enhancing customer loyalty.
Implications
Theoretical Framework
The adoption and implementation of CRM technologies within the CES were
investigated through the lens of the TAM. The TAM was selected because it is rooted in the idea
that perceived ease of use and perceived usefulness offer significant influence on users’
acceptance of technology and provide a sound framework for better understanding CRM
adoption in the context of the CES. The findings of this study demonstrate an alignment with
TAM principles, which is most obvious in the positive correlation between perceived ease of use
and reported success of current CRM implementations in the CES. This reinforces the notion that
user-friendly interfaces must be carefully considered in the planning and implementation stages
in order to contribute to the successful adoption of CRM technology. An interesting insight is
that while many participants reported moderate or difficult perceptions regarding the ease of use,
most participants reported a useful perception of CRM technologies. However, one implication
of this research on the TAM is that the principle of perceived usefulness may not have a
significant influence over perceived ease of use, nor does perceived ease of use appear to have a
significant influence over perceived usefulness. There are likely additional variables impacting
those principles.
Participants also emphasized various challenges related to customization and
understanding CRM functionalities, making it clear that the ease with which users can navigate
and utilize CRM technologies plays a critical role in successful adoption. TAM also underscores
the significance of user acceptance or user buy-in during the adoption process. This study ’ s
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