QUALITATIVE INVESTIGATION OF TAM
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However, the benefits of CRM systems were outlined as profit maximization, gaining market
share, enhancing brand equity, improving competitive positioning, and positive word of mouth.
Lastly, respondents indicated that the criteria for evaluating CRM include a customer satisfaction
index, research and survey, customer complaints, sales volume, and customer lifetime value.
Soltani et al. (2018) examined the impact of CRM on organizational performance. The
goal of this study was to determine how technology, organizational capability, customer
orientation, and customer knowledge management can influence CRM success. A questionnaire
was used to sample 155 employees in the East Azerbaijan Tax Administration and included
questions regarding customer orientation, organizational capability, information technology,
customer knowledge management, CRM success, and the firm’s performanc e (Soltani et al.,
2018). The findings of this study illustrated that the success of CRM is considered one of the
most important resources for an organization to enhance its performance and success. The
research also concludes that there is a positive relationship between successful CRM
implementation and organizational capacities related to customer orientation, knowledge
management, and overall organizational capability. Additionally, the study affirms that the
interrelationship among customer orientation, organizational capability, information technology,
and customer knowledge management is a major factor for CRM success that directly impacts
organizational performance.
Valmohammadi (2017) tested a framework that identifies the relationships between CRM
practices, organizational performance, and innovation capability. The study included a sample of
211 Iranian manufacturing firms, and a survey instrument was developed to test the research
model. The questionnaire analyzed CRM practices such as information sharing, customer
involvement, long-term partnership, joint problem-solving, and technology-based CRM
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