QUALITATIVE INVESTIGATION OF TAM
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selected variables were perceived ease of use, perceived usefulness, user support, facilitating
conditions, and social influence (Al-Shammari & Al-Showaikh, 2021). The conceptual
framework for this evaluation labeled perceived ease of use, usefulness, user support, facilitation
condition, and social influence as the independent variables, with users’ satisfaction toward a
CRM system as the dependent variable. A non-probability convenience sample of employees ( N
= 67) utilizing CRM technologies within their organizations was selected and provided a closed-
ended questionnaire to measure users ’ satisfaction with the CRM system through a five-point
Likert scale. A statistical analysis was conducted using a partial least square-structural equation
modeling technique. The findings revealed that two main components of TAM (perceived ease
of use and perceived usefulness) have a significant impact on user satisfaction with the CRM
system, leading users to believe in the importance of the system and reducing their learning time
while elevating their performance. Additionally, a positive and significant impact of user support
on user satisfaction within the CRM system was found, along with a significant relationship
between facilitating conditions and user satisfaction with the CRM system. This translates to
critical support employees gain from top management and training to empower them to utilize a
CRM system effectively. Lastly, the findings suggest that social influence has a positive impact
on user satisfaction, meaning that social influence plays an essential role in compelling people to
use specific technology systems.
Ngangi and Santoso (2019) conducted a customer acceptance analysis of CRM systems
in automotive companies using the TAM. The goal of this study is to measure the perception and
acceptance of services provided by a company within the automotive industry by the customer
and also to measure factors such as ease of use to determine other factors that relate to customer
satisfaction (Ngangi & Santoso, 2019). The variant of the TAM used in this study examines
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