QUALITATIVE INVESTIGATION OF TAM
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Additionally, Pohludka and Štverková (2019) note that there are three major elements of CRM
system, including people (human capital, customers, employees), business processes (orientation,
blending, unification), technologies (type, scope, area of use), and contents (data, processing,
sorting, archiving). A total of 319 entities were surveyed to understand the adoption and
implementation of CRM technologies in their organizations. The findings suggest that only 58%
of enterprises use a CRM system. The reasons why enterprises did not implement CRM systems
were the result of insufficient information, insufficient technical background, and the perceived
cost-effectiveness of CRM systems. However, the companies that did report the use of CRM
systems shared that the reasons for implementation were increasing efficiency, customer
satisfaction, customer loyalty, brand reinforcement, and cost reduction. The study concludes that
the key to successful CRM initiatives is consistent customer data accessible online across the
entire organizational infrastructure and an understanding that CRM solutions affect sales,
marketing, and customer satisfaction. The study notes that CRM is not just a technology but a
change in organizational philosophy so that an emphasis can be placed on the customer.
Sardjono et al. (2021) assessed the implementation of CRM systems to support the
competitive advantage of companies. This study looked for factors and indicators to build a
model of readiness and efficiency for successful implementation of CRM and suggests that CRM
is the core of business strategies that integrates internal processes and functions to create and
deliver value to targeted customers (Sardjono et al, 2021). The study also created a CRM value
chain of existing factors that impact CRM readiness, including the following primary stages:
customer portfolio analysis, customer intimacy, network development, value proposition
development, and managing the customer lifecycle. These primary stages were supported by the
following conditions: leadership and culture, data and information technology, people, and
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