QUALITATIVE INVESTIGATION OF TAM
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experienced experts in the Iranian social CRM market who had both academic and professional
backgrounds in running CRM systems or strategies in organizations. A total of 10 experts were
selected, including top managers, academics, and scholars in the field of change management
who were familiar with CRM practices, for semi-structured interviews to investigate the
identified requirements based on their experience. Finally, a panel of experts was assembled for a
focus group to help rank the order of importance of the requirements for successful CRM
implementation. The findings suggest that the context of change (competitive industry,
customer-centric culture, senior management commitment, etc.) was the most important factor
for CRM implementation. Other important factors included individual factors (e.g., qualified
employees), process factors (e.g., developing a clear action plan), and content of change (e.g.,
customer information management), all of which were critical to the success of CRM
implementation.
Rahayu et al. (2022) examined the impact of CRM implementation to maintain service
quality for the customer. The objective of this research describes the requirements of an
information system that employs CRM methods to fulfill the requirements of customers, thereby
ensuring their return business (Rahayu et al., 2022). This research sought to develop a CRM
application that simplifies business processes that can be adapted to meet the requirements of
customers. Its features may include product recommendation, promotional, and transaction
features. Additional goals of this research include accelerating services, improving service
quality, and simplifying sales transactions. The methodology utilized the Tokopedia application,
and the sampling technique employed a Lemeshow formula and obtained 300 respondents, who
were analyzed quantitatively. The results demonstrate that word of mouth, experiential
marketing, and brand ambassadors have a positive impact on purchasing decisions in the CRM
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