QUALITATIVE INVESTIGATION OF TAM
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Additionally, the study finds that CRM is a key business asset from both cultural and
technological perspectives. The implications of this research show that organizations that have
been reluctant to transform digitally and adopt business management technologies are likely not
benefiting from better knowledge about customers, improved customer-centered strategies, better
customer service, and greater satisfaction among customers with greater market efficiency.
Farhan et al. (2018) conducted a systematic review for determining and classifying
critical success factors for CRM implementation. Their research notes that approximately 70% of
all CRM implementation projects fail to achieve desired objectives, and it shares that
organizations ignoring the critical success factors required for CRM implementation often result
in high failure rates and losses in CRM initiatives (Farhan et al., 2018). The research questions
examine the key challenges behind the high failure of CRM initiatives, the success factors
identified through empirical studies that have a positive effect on CRM implementation, the
expected classification of the critical success factors, and how critical success factors can be
measured. A systematic review of the literature was conducted and narrowed down to 182 papers
that focused on analyzing critical success factors and studies around adoption and
implementation. From there, the study extracts data into a list of 18 items including issues of
CRM adoption and implementation, critical success and risk factors for successful
implementation, metrics, and classification. The findings of this study uncover that the reasons
for failure include organizational change, company policies/inertia, little understanding of CRM,
a lack of senior management support, and a poor CRM strategy plan. The study also finds that
the top critical success factors are top management support and commitment, IT systems
management and integration, clearly defined CRM strategy, knowledge management
capabilities, and an organizational culture of change.
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