QUALITATIVE INVESTIGATION OF TAM
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random sample of 149 companies in Romania. Respondents ( N = 149) were members of top
management, such as marketing and sales managers or IT managers. The results highlight that
customer coercive pressure and mimetic competitor pressure have a significantly positive
influence on social media technology use. The findings also show that these two determinants of
social media technology use are perceived to ensure company legitimacy in the competitive
market. Additionally, the findings concluded that social media technology use has a positive
effect on CRM capabilities. It notes that CRM technologies must evolve by creating multiple
contact points to engage clients and generate benefits for both the company and the customer. It
recommends that companies store valuable data from social media channels within the
organization ’ s CRM system. The findings also suggest that social media technology use does not
lead directly to firm performance, and CRM capabilities only indirectly mediate the relationship
between the two. However, the usage of social media technologies to gather information about
customers and foster conservations enhances CRM capabilities, which in turn improves firm
performance.
Yanto and Asiah (2019) examined how CRM technologies can improve the performance
of companies and emphasizes that CRM is helpful in increasing customer interest, improving
economic conditions, and enhancing product promotion through intimate customer knowledge
(Yanto & Asiah, 2019). However, this study recognizes that many companies are not utilizing
CRM efficiently to improve company performance, and this study examines the utility of CRM
technologies in increasing performance. The research method utilizes two data collection
techniques: the first is a waterfall model, which is a software development model used to
examine the progress of a process through planning, analysis, design, implementation, and
maintenance stages. The second method was a library study that examined past studies on CRM
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