QUALITATIVE INVESTIGATION OF TAM
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environmental determinants, such as customer pressure and competitive pressure, were also
found to have an impact on social CRM adoption.
A study by Wang and Lien (2018) sought to identify the casualties between design
features and behavioral intention within the CRM space, identify the priorities of design features,
and forecast user intention to adopt CRM systems. Drawing from the TAM, this study examined
exploratory features and analytic features of CRM systems and characterized the perceived ease
of use and perceived usefulness (Wang & Lien, 2018). This study delivered 500 questionnaires
through an in-person survey, postal mail, and email using a purposive sample and collected a
total of 388 responses from employees in sales, marketing, and customer service departments in
companies that utilize CRM systems. The findings of this study show that firms with prior
implementation experience with enterprise information systems focus on the construct of
perceived usefulness, while inexperienced organizations focus on the constructs of perceived
ease of use. Additionally, experts with knowledge of statistics and databases are more interested
in mining analytics than in the features of exploratory understanding. The study also finds that
training employees in statistics or database management is helpful to improve CRM operational
skills among beginning users. Lastly, following the concept of TAM, both perceived usefulness
and perceived ease of use are useful predictors in CRM adoption, and other constructs such as
system complexity, compatibility, and trialability are all mediators in forecasting user intentions.
Mokha and Kumar (2021) applied the TAM to the viewpoint of the customer and their
behavioral intention to use e-CRM to interact with an organization. The proposed research model
was based on the TAM but hypothesized that e-CRM had a positive impact on both perceived
usefulness and perceived ease of use. Perceived ease of use had a positive impact on perceived
usefulness and attitude toward using e-CRM (Mokha & Kumar, 2021). Additionally, the
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