QUALITATIVE INVESTIGATION OF TAM
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technological and organizational implementation challenges of CRM systems (Suoniemi et al.,
2022). The hypothesis of this research was that CRM consultant resources have a positive effect
on CRM system quality. Application complexity negatively moderates the relationship between
CRM consultant resources and CRM system quality, such that the relationship becomes weaker
as the technology complexity increases. Requirements uncertainty negatively moderates the
relationship between CRM consultant resources and CRM system quality. Additionally,
Suoniemi et al. (2022) suggested that there may be a three-way interaction effect of CRM
consultant resources, application complexity, and user involvement on CRM system quality, and
that CRM system quality has a positive effect on firm performance. Data was sampled from IT
executives using an online survey instrument, and a questionnaire was delivered to executives in
526 firms, generating 168 usable responses. The findings of this study demonstrate that the
extent to which CRM consultants improve CRM system quality and firm performance largely
depends on user involvement, which acts as a facilitating mechanism to cope with application
complexity and requirements uncertainty.
Jami Pour and Hosseinzadeh (2020) created an integrated framework of change
management for social CRM implementation. Implementation attempts often result in failure,
and the study states that this is often due to a lack of readiness to change or resistance toward
change. More specifically, this research sought to identify the change management requirements
for successful implementation of CRM systems and to prioritize and weight the requirements
based on their importance for success (Jami Pour & Hosseinzadeh, 2020). The study first
completed a comprehensive literature review to identify the initial set of CRM change
management requirements. It was completed using keywords including social media, CRM,
social CRM success factors, and change management. Secondly, the study sought the opinions of
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