QUALITATIVE INVESTIGATION OF TAM
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through both behavioral targeting and content personalization. Additionally, behavioral tracking
in marketing automation improves the lead qualification process, and an integrated marketing
and sales funnel increases transparency between the two departments, fostering closer
cooperation between both organizational departments.
Khodakarami and Chan (2014) examined the role of CRM systems in customer
knowledge creation processes. According to Khodakarami and Chan (2014), CRM systems help
organizations acquire and generate customer knowledge and that the level of support these
systems provide for knowledge creation processes can vary based on CRM system features and
functionality. The theoretical framework of this study draws from knowledge creation theory and
proposes a three-way interaction between CRM systems, customer knowledge, and creation
processes (Khodakarami & Chan, 2014). A qualitative exploratory study was conducted through
a case-study method to learn more about CRM systems in their natural settings and to explore the
structure of the knowledge creation process. Interviews were the main technique for data
collection and included 12 participants from three organizations from various departments that
were familiar with the organizations’ CRM system and customers . The findings reveal that
analytical systems like CRM systems strongly support knowledge creation processes, and
collaborative systems provide great support for externalization. Additionally, operational
systems facilitate socialization with customers, and collaborative systems are used for internal
organizational socialization. All three organizations were satisfied with operational CRM system
capabilities regarding work efficiency, impact on business performance, and customer and
organizational knowledge creation.
Similarly, Migdadi (2020) examined CRM systems alongside knowledge management
and innovation capabilities through a unified framework to test knowledge management on CRM
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