QUALITATIVE INVESTIGATION OF TAM
67
survey. The findings of this study showed a strong correlation between the use of CRM systems
and customer satisfaction and also indicated that the use of CRM systems could improve
relationships with existing customers while simultaneously helping to attract prospective
customers and win back former customers. The findings of the study also show a negative linear
relationship between CRM system usage and product innovation, meaning this only proves that
CRM systems enhance customer service rather than offering an organization new ideas for
products; however, it is noted that improved customer feedback can potentially lead to greater
organizational innovation.
Rostami et al. (2014) examined the connection between customer satisfaction and CRM
systems. Interestingly, Rostami et al. (2014) consider CRM as a system that determines how to
interact with customers, solve problems, persuade engagement with products and services, create
feelings of loyalty, and have financial interactions, and that CRM contains all aspects of
communication between customers and users (Rostami et al., 2014). The theoretical framework
of this study suggests that customer satisfaction is a result obtained from a customer before
purchase and is influenced by the marketer’s activit ies acting as a mediator in the various stages
of consumer purchase behavior. The study suggests that satisfied customers are likely to discuss
their experience with others by engaging in positive word-of-mouth advertisements, whereas
dissatisfied customers have the opposite negative effect. A questionnaire was designed and
received 388 responses; results indicated a strong relationship between service characteristics
and customer satisfaction. Additionally, CRM systems were shown to enhance service quality,
level of service access, and handling of customer complaints.
Khan et al. (2020) examined the impact of CRM and company reputation on customer
loyalty, with satisfaction mediating the relation. The study indicates that customer satisfaction is
Powered by FlippingBook