QUALITATIVE INVESTIGATION OF TAM
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TAM 2, which is focused on perceived usefulness and perceived ease of use. The research
instrument used in this study is a questionnaire containing several closed-ended questions
measured on a Likert scale. The population ( N = 200) included employees of an automotive
company utilizing a CRM system. The results of this study show that the subjective norm has a
significant effect on perceived usefulness and perceived ease of use. The output quality has a
significant effect on perceived ease of use, and perceived enjoyment has a positive effect on both
perceived usefulness and perceived ease of use. Perceived ease of use has significant effects on
perceived usefulness and intention to use. Lastly, perceived usefulness has a significant effect on
intention to use, and intention to use has a significant effect on CRM technology adoption.
Amazhanova and Huseynov (2018) examined the impact of CRM on customer
satisfaction in e-commerce businesses in Turkey, including the perceived usefulness of CRM
technologies through the TAM. The main purpose was to examine the impacts of CRM features,
such as complaint handling, information content, communication, security, and privacy, on
customer satisfaction with perceived usefulness as a mediating variable (Amazhanova, 2018). An
online questionnaire was developed and used in this study, containing a series of five-point
Likert scales that measured customer satisfaction, complaint handling, communication, perceived
usefulness, and security and privacy. It was distributed online through a non-probability
convenience sample method that included 210 participants utilizing CRM in their e-commerce
business. The results demonstrate that complaint handling as a CRM feature has a statistically
significant positive impact on customer satisfaction but fails to do so with perceived usefulness.
Additionally, communication, as a CRM feature, had a statistically positive impact on customer
satisfaction and demonstrated a positive impact on perceived usefulness. Security and privacy
had a positive effect on customer satisfaction but a negative impact on perceived usefulness.
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