QUALITATIVE INVESTIGATION OF TAM
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Tazkarji and Stafford (2020) examined the failures of CRM implementation in
organizations. Their research indicates that the ratio of CRM failures to CRM successes exceeds
2:1 and takes a grounded theory approach to explore the failure factors of the CRM
implementation process (Tazkarji & Stafford, 2020). The research questions examine the factors
behind the high percentage of CRM system implementation failures and what factors contribute
to the success of CRM system implementations. The grounded theory study begins with the
process of abduction, which is a technique utilized for explaining surprises or devising a theory
to explain an unusual set of facts. The methodology included recruiting CRM system developers
and vendors to gather insights about the role CRM systems play in businesses among their
clients and users, for in-depth qualitative interviews. The interview participants were
representatives from three different CRM system vendors and were transcribed and coded for
theoretical analysis. The results identified numerous factors that prevent the successful
implementation of a CRM system, including the level of managerial commitment, employee
resistance, user motivations, development issues, training issues, organizational fit, and
organizational context. Each of these reasons for failure resides in the three main components of
CRM systems: people, process, and technology. The study concludes that while these factors
contributing to the failure of CRM systems are particularly challenging regarding people and
technology, the process category can be more manageable for organizations to plan for and
anticipate to reduce failure in the other two categories.
A study by Suoniemi et al. (2022) sought to understand the extent and conditions that
consultants have in the successful implementation of a CRM system to produce performance
gains for an organization. This research investigates the interdependent roles of CRM
consultants, including consultant resources and user involvement, in overcoming the
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