QUALITATIVE INVESTIGATION OF TAM
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Finally, perceived usefulness demonstrated a significant positive influence on customer
satisfaction. The study concludes that perceived usefulness has a significant positive impact on
customer satisfaction and demonstrates that it plays a mediating role.
Ramadan and Eleyan (2021) analyzed an adoption model of social CRM in the banking
sector and investigated the factors that impact banks’ intention to adopt CRM through a
combination of the technology-organization-environment framework (TOE) with the TAM. The
study suggests that TOE variables, such as top management support and relative advantage, have
a direct effect on the two primary TAM variables of perceived usefulness and perceived ease of
use (Ramadan & Eleyan, 2021). Additional variables of the TOE include consumer pressure and
competitive pressure, which have an impact on CRM adoption. This research utilized a
quantitative cross-sectional study to measure these variables and the factors that could influence
employee intention to participate in social CRM programs. The sample included senior managers
and employees of IT, marketing, public relations, and customer service departments, and data
was collected through several phases. The first phase included a review of relevant studies for a
better understanding of social CRM, followed by a pilot test of a questionnaire to discover any
flaws or inconsistencies. This was followed by a survey questionnaire ( N = 220) that was
provided via email, telephone, or a face-to-face meeting. The findings show a statistically
significant positive influence of relative advantage on perceived usefulness in using social CRM.
Additionally, the impact of relative advantage on perceived ease of use was also statistically
significant. The study notes that the relative advantages of social CRM may be perceived as
leading to better outcomes, such as efficiency and improving productivity, which lead to
enhanced customer service and increased revenue levels. Additionally, the relationship between
top management support on perceived usefulness and perceived ease of use was supported. The
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