QUALITATIVE INVESTIGATION OF TAM
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increased inclusion of quantitative measures to better validate findings and establish additional
statistical relationships.
Additional research specific to employee resistance and the various factors influencing
employee resistance to CRM technologies could better enhance the understanding of this critical
adoption barrier that many participants reported. Lastly, this study notes that the mere existence
of CRM technologies does not necessarily translate to CES organizations meeting their desired
goals. Alternative solutions to CRM exist, usually in the form of various ad hoc systems, and an
exploration of these alternative solutions could offer some better insights into how the CES can
reach organizational goals without the use of CRM technologies.
Summary
This chapter examines the research findings and addresses the research questions related
to CRM technology adoption in the CES. The research utilized a qualitative phenomenological
approach to examine aspects of TAM principles, including perceived ease of use and perceived
usefulness, on CRM adoption. The chapter also examines the perceived benefits, barriers, and
implications for the theoretical framework, methodology, and practical applications in the
context of the CES. Additionally, delimitations, limitations, and suggestions for future research
opportunities were addressed.
The study itself captures perspectives from a number of CES professionals across the
various regions of the CES, including CES Directors and Administrators, Communication
Practitioners, and IT professionals. One finding of this research shows how Salesforce is the
dominant CRM system with moderate success reported. CRM adoption faces significant
challenges in the CES, including employee resistance, training and support, and concerns about
data security, data privacy, and the centralization of data overall. Participants reported several
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