QUALITATIVE INVESTIGATION OF TAM
2
Abstract
This research investigates the technology acceptance model (TAM) in the U.S.
Cooperative Extension Service (CES) regarding the adoption of customer relationship
management (CRM) systems to improve communications, outreach, and engagement with the
publics and communities it serves. The CES comprises land-grant universities throughout the
United States and offices in nearly every county in the country. It provides research-based
educational programming to help communities of all sizes meet the challenges they face.
However, many CES organizations have yet to adopt CRM technologies, leading to potential
missed opportunities in improving client engagement, outreach, and communications. A
thorough review of the literature of the TAM and CRM adoption in organizations covers topics
such as critical success factors, organizational performance, and the value of CRM in improving
engagement, satisfaction, and retention. A qualitative phenomenological approach utilizing
existing data and one-on-one semi-structured interviews with CES leaders and professionals is
u tilized. Findings highlight various perceived benefits, barriers, and reported success rates from
CES professionals. The findings suggest a positive correlation between the TAM variable of
perceived ease of use and the reported adoption success of CRM technologies within the CES,
positive attitudes toward perceived usefulness of CRM technologies, and high rates of employee
resistance around the adoption of CRM technologies.
Keywords: Cooperative Extension, customer relationship management, technology acceptance
model
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