QUALITATIVE INVESTIGATION OF TAM
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Ullah et al. (2020) studied the impact of CRM adoption on organizational performance
through the moderating role of technological turbulence. The purpose of this study was to
develop empirical insights in relation to moderating technological turbulence in the banking
sector (Ullah et al., 2020). The theoretical framework for this study was relationship marketing
theory, and technologies such as CRM systems support relationship-building processes between
organizations and customers. CRM systems allow organizations to develop insights into
individual customer behavior. A questionnaire was distributed to employees in the Pakistani
banking industry, and 277 responses were gathered. The questionnaire analyzed three primary
areas of CRM usage in these organizations, including adoption, organizational performance, and
technological turbulence. The findings suggest that CRM adoption has a critically positive
impact on organizational performance in the business-to-customer setting. The results also
highlight that client satisfaction is improved through CRM adoption, which also promotes better
organizational performance. Finally, the authors found that technological turbulence has a
negative impact on CRM adoption and organizational performance.
Drawing from the dynamic capabilities theory, Pedron et al. (2018) developed a
conceptual model for understanding the development of innovation capabilities through CRM
usage. They also note that when organizations use CRM technologies, it develops different
organizational capabilities that can lead to innovation. The study sought to understand the role of
CRM in dynamic organizational capabilities, which are defined as an organization’s ability to
integrate, build, and reconfigure internal and external competence in order to adapt and address
changing markets and environments (Pedron et al., 2018). An exploratory study was conducted
based on qualitative interviews with CRM experts. The experts were selected based on their
knowledge and professional experience with CRM and included CRM consultants, academics,
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