Technology Acceptance Model in U.S. Extension: CRM Adoption

QUALITATIVE INVESTIGATION OF TAM

knowledge management integration. The implications of this research and the transferability of

this research to something like the CES show that the support of leaders and managers is

essential for the successful adoption of CRM systems for better knowledge management, which

improve business processes.

In a separate study by Chatterjee et al. (2021), the adoption of artificial intelligence-

integrated CRM systems in organizations was examined in India. This study examined the

factors impacting the adoption of an AI-integrated CRM system as part of a digitalization

strategy and built a theoretical foundation to develop hypotheses and a conceptual model

(Chatterjee et al., 2021). Additionally, this study sought to understand how trust impacts users ’

attitudes and the adoption of CRM systems in digitized organizations. A questionnaire was

delivered to ten experts for their opinion on 42 measurement items to validate the conceptual

model. Eventually, 357 responses were obtained from employees of various companies to

provide their feedback. Aligned with the TAM, the study highlights that if stakeholders of an

organization understand the usefulness of a system and feel that the system is not complex to

use, they are significantly more inclined to use it. Additionally, the study notes that an

organization must examine and address the threat and challenge factors of successful usage and

implementation, and that organizations should structure their IT competencies to sense and

respond to threats in order to build stakeholder trust.

Pohludka and Štverková (2019) investigated the best practices of CRM implementation

for small and medium-sized enterprise businesses. The aim of their study was to identify the

determinants for successful CRM implementation through a case-study design, and the study

notes that functional CRM systems lead to better marketing funnel management, which improves

customer relations and leads to greater business sustainability (Pohludka & Štverková, 2019).