QUALITATIVE INVESTIGATION OF TAM
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clients, and vendors. The questionnaire examined CRM questions regarding long-term
partnerships, information sharing, customer involvement, and technological integration.
Innovation capabilities were examined through questions concerning product, process,
administration, marketing, and service innovations. The findings of this study demonstrate that
CRM drives innovation through dynamic capabilities and that CRM allows organizations to
generate innovation by sensing, seizing, and reconfiguring marketing opportunities and threats.
This study highlights that a framework of dynamic capabilities based on customer feedback
obtained through CRM can assist organizations in sustaining a competitive advantage and that
the full potential of CRM system implementation has implications on different levels of an
organization beyond just marketing and sales alone.
Through a systematic review of literature by Guerola-Navarro et al. (2021), the role of
CRM and its impact on innovation within organizations was analyzed. This study notes that
CRM is essential for business success and has been proven to be one of the fastest-growing
technological solutions in organizations due to its impact and return on investment (Guerola-
Navarro et al., 2021). This research completed a review of previously published findings and
studies related to CRM in business through a qualitative and descriptive approach. The literature
included 17 recent studies on CRM and its impact on the development of business innovation
policies from 2015 to 2019. The dimensions of CRM analyzed in the literature review included
customer identification, attraction, retention, and development and were used to classify the
relevant articles. Additionally, the study applied five innovation dimensions for analysis,
including product, process, administrative, marketing, and service innovations. The results of this
study indicate that among all the dimensions used to classify the combination of CRM with
innovation, customer retention stands out. Regarding innovation, the process innovation
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