Technology Acceptance Model in U.S. Extension: CRM Adoption

QUALITATIVE INVESTIGATION OF TAM

Hasanein and El-Kafy (2022) studied the impact of technology acceptance on the

effectiveness of CRM in the hospitality and tourism industry through the mediating role of

employee satisfaction. The TAM was applied and focused on five main constructs: perceived

usefulness, perceived ease of use, enjoyment, information quality, and system quality. Employee

satisfaction is defined as how employees feel about working in an organization according to their

expectations and feelings, which are affected by several factors. The study highlights the

relationship between the TAM and CRM by alluding to previous studies that suggest that the

TAM variables are key drivers of the effectiveness of CRM systems, and the achievement of

CRM systems depends on the ease of use of the system. A questionnaire was used and directed

toward employees ( N = 213 ) who work in the hotel and tourism industry and divided into four

sections: staff profile, technology acceptance, and two parts regarding employee satisfaction. The

study demonstrated that the CRM system improves customer relationships and interactions with

customers and creates a competitive advantage, and is an efficient tool for increasing customer

loyalty, satisfaction, retention, and reducing business operation costs. The findings also suggest

that TAM variables are key drivers of effective CRM implementation and use and that ease of

use is the most significant technological factor that affects the performance and effectiveness of

CRM. Lastly, findings show that to improve the effectiveness of CRM systems, organizations

should consider developing infrastructure capabilities and acceptance strategies among

employees to support CRM implementation. Organizations should focus on employee

satisfaction, reducing customer costs, and applying simple technological systems to both

customers and employees.

Al-Shammari and Al-Showaikh (2021) investigated user satisfaction with CRM systems

in a telecommunications company in Bahrain. The TAM was applied to this study, and the