QUALITATIVE INVESTIGATION OF TAM
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distinct effect of each of the constructs within the conceptual framework on each stage of CRM
adoption.
Dubey et al. (2020) studied the implementation and adoption of CRM and co-creation
leveraging collaborative technologies. The purpose of this study was to examine the role of the
emerging technology landscape and the collaborative platforms associated with it on CRM that
open new opportunities for improved co-creation in the context of the banking industry (Dubey
et al., 2020). Additionally, this research attempted to analyze the capabilities created by
collaborative technologies that result in a better understanding of mutual needs, creating and
delivering value, co-creating offerings, and influencing relationship quality with improved
outcomes. Through the theoretical framework of DART (dialogue, access, risk assessment, and
transparency), a case-study approach was taken to recruit diverse participants ( N = 21) from the
Indian banking industry who participated in a series of interviews. Additionally, the data was
triangulated through a study of other documents, observation, collection of artifacts, and field
notes. The findings suggest that customers looked for opportunities to have continuous dialogue
with the bank, which influenced their trust in the relationship with the bank. Collaborative
technologies have opened a new paradigm of customer interaction, and three forms of customer
encounters were identified: customer encounters, usage encounters, and service encounters.
Many customers were also considered to be transformed customers where they moved from
being part of a passive audience to active players. The study found that the role of CRM
technology drastically increased dialogue and provided customers with opportunities to gather
information, improving customer knowledge. Lastly, CRM collaborative technology
implementation brought high levels of transparency to the relationship between the bank and the
customer.
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