QUALITATIVE INVESTIGATION OF TAM
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determining methods needed to answer research questions, making decisions about the research
setting, piloting and refining the research design and methods, and planning for validity. Ravitch
and Carl (2021) also suggest that a flexible approach to research design considers the range and
variation of method choices and how these can be used in ways to help achieve or clarify the
specific goals of the study. After following the process outlined by Ravitch and Carl (2021), the
researcher determined that a qualitative phenomenological design was the best approach to
answer the research questions. Ravitch and Carl (2021) share that a phenomenological design
includes exploring a phenomenon with a group of individuals, and data collection tends to
involve interviews to understand the experiences of the phenomenon. In this research, the
researcher seeks to understand the key components of the TAM, including attitudes and
perceptions toward CRM usage in the CES.
The significance of this study has implications for how the TAM can be applied to the
CES for adopting CRM technologies or other technologies, which can improve communications,
outreach, and engagement efforts with the communities they serve while increasing workplace
productivity. The findings play a critical role in determining how the TAM can be applied to
CRM adoption in CES services and programming. CRM would assist both CES professionals
and the clients they serve by co-creating value between the client and the organization, tracking
lifecycle engagement with CES services and programs, and potentially resolving
communications and marketing challenges for CES educators, specialists, and agents. Evidence
suggests that CRM technology implementation could improve customer service interactions with
clients, increase the perceived value of CES programs, and strengthen relationships between an
organization like CES and its clients.
Data Collection Method
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