QUALITATIVE INVESTIGATION OF TAM
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dimension is the most significant. Finally, the study’s findings suggest that CRM is a key tool for
customer loyalty reinforcement and overall organizational performance.
Pham-Singer et al. (2020) examined how CRM systems can be used to manage quality
improvement interventions in the healthcare research sector. A strategically planned CRM
system was implemented to support quality improvement interventions with 257 small
independent healthcare practices. The purpose was to collect, track, store, and share data about
practices and practice facilitation activities in real time (Pham-Singer et al., 2020). Additionally,
the CRM system was used to track the organization ’ s practice facilitation quality improvement
system intervention. This three-year project included 16 primary care information projects,
encompassing 257 small, independent healthcare practices that were randomly assigned the
CRM intervention in four waves at three-month intervals. Each of the primary care information
projects was assigned to a panel of practices to implement the intervention, focusing on
promoting system changes. The CRM was used as a tool to manage the intervention and provide
real-time feedback; the Salesforce CRM solution was utilized in this study. The results indicate
that CRM systems were able to track what and why adaptations were made and how they
impacted the quality of care and provided a greater understanding of the practice facilitation
process. The study notes that the challenges of implementing the CRM were ensuring data
collection and accuracy and that the technology intervention alone was not enough to support the
required intervention. For CRM implementation to be successful, time, effort, and willingness to
adopt process changes were critical, along with additional resources such as supervision,
protocols, training, and retraining.
Januszewski and Krupcala (2021) researched the impact of CRM systems and time
management on organizational effectiveness and performance. Their research notes that there are
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