QUALITATIVE INVESTIGATION OF TAM
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this study was collected through a structured questionnaire and received 241 responses from
individuals working in the Vietnamese airline industry. A correlation analysis was conducted to
examine the causal relationships between the various organizational factors. The findings of this
study suggest that customer orientation is the most significant determinant of CRM success
implementation, followed by knowledge management, technology, and organizational factors.
This study uncovers the idea that while organizational factors have some importance in CRM
success implementation, these factors have the least influence compared to the other direct
factors. This study also finds that knowledge management and technology have a similar direct
effect on CRM and that CRM strategy and data quality contribute indirect effects on CRM
success implementation.
Anaam et al. (2021) researched the critical success factors for CRM success adoption
through a case study of telecommunication companies in Malaysia. The authors sought to
address the issues and challenges in CRM adoption by reviewing studies and literature in the
CRM field that highlight failure levels for adoption and improve understanding of the high
failure rates (Anaam et al., 2021). The research questions examined the critical success factors
positively affecting CRM adoption and how those factors affect employee satisfaction with CRM
A systematic review of the literature was conducted, collecting data from theses, journals, and
conferences from the years 2000 through 2020. The keywords used in the search queries
included e-CRM, adoption, critical success factors, success factors, challenges, and employee
satisfaction. In this process, 210 papers were eligible from an initial 3,349 articles. The findings
determined that critical success factors from three aspects, including technology, organization,
and individual factors, have a significant effect on the successful adoption of CRM technologies.
The technology factors included system quality, information quality, service quality, and
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