QUALITATIVE INVESTIGATION OF TAM
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critical success factors, including leadership commitment, strategic organizational planning, and
user buy-in. Many perceived benefits of CRM technologies were also identified, including
contact and data management, strategic marketing and communications, client insights, and
reporting and evaluation. The findings also reveal that the TAM principles of perceived ease of
use and perceived usefulness play pivotal roles and have a positive correlation with adoption
success. The research did reveal a slow rollout of CRM features in the CES, which generally
limits the functionalities of CRM systems. Additionally, comparison of the CES with other
professional sectors from the literature review reveals that there are unique challenges facing the
CES regarding CRM adoption. However, the TAM principle of perceived ease of use did
demonstrate a positive correlation with reported adoption success, emphasizing the need for
comprehensive training and a focus on developing user-friendly interfaces.
Several key implications were identified. First, there are implications for the theoretical
framework as the TAM proves to be relevant. However, further exploration of additional
variables influencing perceived ease of use and perceived usefulness would provide a more
comprehensive understanding of the extent of those principles. There were implications for the
methodological approach that highlight the need to consider more quantitative data for future
research. Additionally, challenges in the post-interview survey design are acknowledged, which
emphasizes the need to better refine survey instruments for future studies. Importantly, the
practical implications for the CES underscore the need for informed CRM selection and making
plans to tackle likely employee resistance toward CRM adoption, which includes the
development of change management strategies. Training and support programs, strategic
organizational planning, data security, and data privacy measures are all critical for successful
CRM implementation in the CES.
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