QUALITATIVE INVESTIGATION OF TAM
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organizations would benefit from investing in comprehensive training programs to address
digital literacy concerns that may help mitigate resistance and foster more positivity among CES
users.
Strategic organizational planning was identified as a significant critical success factor
that impacts CRM adoption. CES organizations need to develop clear strategies that align with
organizational goals and know how to communicate those goals within the broader organization
to ensure that they reduce negative perceptions toward CRM usefulness. Additionally, the
planning process should also consider appropriate customizations and interface designs that meet
the needs of various CES programs, with consideration given to user-friendliness, along with
constant feedback and evaluation to better optimize CRM functionalities. Data security and data
privacy were also significant concerns among participants regarding the adoption of CRM
technologies. CES organizations need to prioritize significant data security measures when
implementing CRM systems, and this includes collaborating with IT staff and vendors that
prioritize data protection, encryption technologies, and clear policies and procedures for data
access and usage. Lastly, the perceived difficulty of CRM systems overall by participants
reinforces the need for more comprehensive training and support. The practical implications of
this include investments in training programs that may be tailored to different user roles or to
different Extension programs, user-friendly documentation, and a responsive helpdesk that
fosters greater collaboration with employees to reduce resistance and increases confidence with
CRM technologies.
Delimitations and Limitations
One key delimitation of this research was the geographic focus on CES professionals
from the six regions of the CES. This broad representation helps to better contextualize the
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