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

QUALITATIVE INVESTIGATION OF TAM

hypothesis was that perceived usefulness had a positive impact on attitudes toward using e-CRM

and behavioral intention toward using e-CRM, and attitude toward using e-CRM had a positive

impact on behavioral intention toward using e-CRM. A sample ( N = 345) of respondents

participated in an online questionnaire containing 19 items across six dimensions (customized

products/services, transaction security/privacy, alternative payment methods, problem-solving,

online feedback, and FAQs) and included individuals who use e-CRM technologies to interact

with the banking industry in India. The findings revealed that e-CRM had a positive impact on

both perceived usefulness and perceived ease of use by customers, which had a positive impact

on the attitude toward using e-CRM, leading to a positive behavioral intention of customers

interacting with the organization through CRM front-end features.

Critical Success Factors

Guerola-Navarro et al. (2021b) studied the potential of CRM technologies and the

necessary and sufficient conditions required for CRM implementation to obtain good

organizational performance. This research explained the wine and winery sector of Spain

because the larger winery groups have substantial technology departments. The study shares that

the main strength of CRM technologies as a business tool is due to a sustainable model of

benefits it creates and provides to companies that use it properly (Guerola-Navarro et al., 2021b).

A total of 418 companies that invoice over 2 million Euros annually and a list of 84 companies

were then generated that were known to utilize CRM. Questionnaires were provided to each of

the sample firms. The questionnaires gained insights into firm performance, culture of CRM, use

of CRM technology, innovation in processes, and innovation in products. The results of this

study indicate that firm performance requires either CRM technology or CRM culture and that

the sufficient condition for firm performance is CRM culture combined with innovation