QUALITATIVE INVESTIGATION OF TAM
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processes. A total of 150 questionnaires were distributed using an online survey form, and 131
were valid for processing. The findings of the survey suggest that there are new factors related to
the readiness of CRM implementation in organizations and include customer service
information, customer relations value, lack of service, and lack of communication.
Rigo et al. (2016) examined the best practices for adopting a CRM strategy in a higher
education institution. The study draws from the perspective that higher education students are
viewed as customers, and like other business sectors, CRM strategies can help an institution have
a more holistic understanding of students ’ needs while gathering data and knowledge collected
through each interaction the student has with the institution, including admission, registration,
fee payment, course conclusion, all the way through graduation (Rigo et al,. 2016). However,
this study notes that a newer form of CRM technologies is emerging, known as student
relationship management, where the strategies of the technology and process are more oriented
toward academic goals and student needs. The authors also describe student relationship
management systems as a way of developing organizational capabilities that enable institutions
to develop a holistic view of students in order to increase retention levels. A qualitative case-
study approach through an action research method was applied over two cycles with a European
School of Business and Economics containing approximately 200 academic staff, 50 employees,
and 4,800 students. The first stage of this research was selecting a CRM system, and this process
took nine months as it went through several cycles in the study. These cycles included
diagnosing, action planning, action taking, evaluating, and specific learning. The second stage of
this study was the actual CRM implementation and evaluating the planning that occurred within
the first stage during the actual implementation. The main findings of this study demonstrated
that although the primary customer is the student, the institution found that there are other
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