QUALITATIVE INVESTIGATION OF TAM
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and the success of CRM implementation from an employee perspective. The study used a sample
of 300 employees from Al-Quds Open University in Palestine and provided a questionnaire
where respondents could rate four dimensions of CRM implementation. The results of the study
showed a positive correlation between the critical success factors and CRM implementation from
the perspective of employees. The study notes that adopting CRM initiatives increase
performance, promote better management practices, and impro ve the institution’s relationships
with current and prospective students. The study shares that the importance of people-capability
to implement CRM, including support from top-level management, is among the most critical
success factors for CRM implementation. Additionally, the overall findings demonstrate that the
features of CRM were welcomed by employees once trained in using those features.
Organizational Performance
Al-Weshah et al. (2018) studied the role of CRM systems in organizational performance
within the Jordanian small business industry. This study developed a conceptual model that links
CRM systems with performance and seeks to understand the effectiveness of CRM as a
marketing tool (Al-Weshah et al., 2018). One critical question that this study aimed to address is
how to conceptualize the effectiveness of CRM practices in an organizational context and
examined this in Jordanian small businesses, particularly in the food industry. A qualitative
research design was used to achieve the objectives, and it included face-to-face interviews with
experts and executives ( N = 9) in the Jordanian food industry. The findings demonstrate that
there are significant effects of CRM dimensions on company performance, including four
primary dimensions: system quality, information quality, system usage, and user satisfaction.
Interestingly, the study found that each of the participants had a fairly different response to
defining what a CRM system is or does, focusing mainly on the outcomes for their organization.
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