QUALITATIVE INVESTIGATION OF TAM
5
RQ2: Barriers and Organizational Impacts .............................................................................. 131
RQ3 Findings: TAM Principles ............................................................................................... 133
RQ4 Findings: Outreach, Engagement, and Communications ................................................... 139
Summary of Findings ...........................................................................................................................141
Chapter 5: Discussion .................................................................................................................. 143
Overview ................................................................................................................................................143
Summary of Findings ...........................................................................................................................143
Discussion .............................................................................................................................................145
Technology Acceptance Model ................................................................................................ 146
Critical Success Factors .......................................................................................................................148
Organizational Performance ................................................................................................... 149
Adoption Barriers .................................................................................................................. 150
Marketing Automation and Knowledge Creation ...................................................................... 150
Customer Satisfaction, Loyalty, Engagement. ........................................................................... 151
Implications ........................................................................................................................................... 152
Theoretical Framework .......................................................................................................... 152
Methodology .......................................................................................................................... 153
Practical ................................................................................................................................ 154
Delimitations and Limitations ..............................................................................................................155
Future Research ...................................................................................................................................157
Summary ...............................................................................................................................................158
References ................................................................................................................................... 161
Appendix A: Survey Questions .................................................................................................... 174
Appendix B: Semi-structured Interview Questions ...................................................................... 175
Appendix C: Coding Glossary ..................................................................................................... 176
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