QUALITATIVE INVESTIGATION OF TAM
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external stakeholders that the CRM project must consider. Additionally, effective CRM
development and implementation can be achieved using an Agile methodology and the Scrum
method. Finally, having in-house expertise in CRM helps the institution manage the major
organizational resources, including people, process, and technology.
Salah et al. (2021) examined the determinant factors for the adoption of CRM in small
and medium-sized enterprises through the moderating effect of firm size. This study notes that
CRM technologies can be viewed as an approach to marketing that originates from relationship
marketing and is the concept of using process, information, technology, and people to manage
the organization’s interaction with customers (Salah et al., 2021). Additionally, this study
illustrates CRM systems as consisting of three major components: technologies employed for
external customer operations, technologies employed for internal operations, and technologies
that drive other technologies and allow firms to analyze and disseminate data across
organizational departments. Salah et al. (2021) highlight several justifications for small and
medium-sized enterprises to adopt CRM technologies, including compatibility, IT infrastructure,
complexity, relative advantage, security, top management support, customer pressure, and
competitive pressure. Data for this study was collected from employees working in small and
medium-sized enterprises in Palestine, including general managers, heads of departments, and
operational employees who utilize CRM technology. A total of 331 responses were received
from a survey, with 323 usable questionnaires. Participants were asked questions about the
influence of justifications on CRM adoption. The findings of this study show that the moderating
effect of firm size has a major impact on compatibility, top management support, customer
pressure, and IT infrastructure considerations. Additionally, the study found that the hypotheses
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