QUALITATIVE INVESTIGATION OF TAM
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success, the effect of CRM success on innovation capabilities, and the impact of knowledge
management on innovation capabilities through CRM as a mediator. Knowledge management
was examined through six factors, including acquisition, diffusion, application, knowledge from
customers, about customers, and for customers (Migdadi, 2020). The conceptual model shows
that these six factors affect the five factors of CRM success, which include information sharing,
customer involvement, long-term partnership, joint problem-solving, and technology-based
CRM. Consequently, those factors have an impact on the five factors of innovation capabilities
that include innovations in products, processes, administration, marketing, and service. A
questionnaire was designed and directed at general managers of organizations in the services
sector using a series of five-point Likert scales to assess the degree of implementation of
knowledge management, CRM, and innovation capabilities and received 193 valid responses.
The findings of this study show that knowledge management influences CRM success and
subsequently affects innovation capabilities. Additionally, knowledge management impacts
innovation capabilities through the mediating role of CRM systems and CRM success.
Customer Loyalty, Satisfaction, and Engagement
Elfarmawi (2019) examined the correlation between CRM system usage, product
innovation, and customer satisfaction. The specific problem was to determine the benefits of
using a CRM system for customer satisfaction and product innovation and sought insights into
the effects of CRM on innovation, leadership, business organizations, customers, and education
(Elfarmawi, 2019). A quantitative method with correlational design was used to link the use of
CRM systems to product innovation and customer satisfaction in small and medium-sized
organizations in the United States. The sample included individuals working as top managers,
middle managers, and first-line managers; the respondents ( N = 97) participated in an online
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