QUALITATIVE INVESTIGATION OF TAM
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CRM success factors as determinants of customer satisfaction rates were examined in a
study by Zaim et al. (2020). The authors defined e- CRM as “marketing a strategy that integrates
all business activities for attracting and retaining customers over the internet to consolidate
retention, cross-buying, brand loyalty, and custom er satisfaction” (Zaim et al., 2020).
Additionally, this research differentiates between the various classifications of CRM, including
analytical, operational, and collaborative CRM processes. This study serves as an extension of an
existing study, including data on soft computing and pattern recognition in the context of
determining the values and weights importance of CRM features on customer satisfaction rates
based upon click streams and reviews data (Zaim et al., 2020). The entire study was adapted
from the previous research and uses five criteria with 30 sub-criteria in the analysis of CRM,
including usability, content adequacy, reliability, and order fulfillment. The sub-criteria included
accessibility, purchase process performance, communication facilities, clarity, purchase
conditions, and more. The findings of this study delivered a CRM success determinant model for
improved customer satisfaction rates. It highlighted usability, content adequacy, reliability,
delivery time, and order fulfillment as critical determinants of customer satisfaction through
CRM.
Abu Amuna et al. (2017) investigated the critical variables for CRM in higher education
from the employee perspective. According to this study, higher education institutions that
embrace CRM initiatives experience a surge in performance, endorse better management
practices, and advance the institution’s relationship with existing and prospective students (Abu
Amuna et al., 2017). This research sought to highlight positive features of CRM technologies
that are expected to improve long-term relationships between students and universities. The
hypothesis of the study is that there is a positive relationship between the critical success factors
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