QUALITATIVE INVESTIGATION OF TAM
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satisfaction being positively influenced or affected by privacy, trust, and service quality.
Additionally, research questions included the impact of trust, quality, and customer satisfaction
on e-CRM technologies. A questionnaire was designed and collected data from 378 respondents
in Iran, utilizing a series of five-point Likert scales measuring participant agreements, attitudes,
and perceptions toward trust, quality, and customer satisfaction. The findings of this study
suggest that customer satisfaction is significantly influenced by the perceived quality of service,
which is in turn impacted by trust within an organization. Additionally, the study found that
service quality, trust, and privacy, through the mediating role of customer satisfaction, deeply
affect the success of e-CRM systems. Finally, the study also reveals a significant correlation
between e-CRM quality of service and the success of e-CRM systems. It suggests that as e-CRM
systems continue to increase transparency of administrative and decision-making processes, they
ultimately build trust with clients or customers.
Gopalsamy and Gokulapadmanaban (2021) investigated the effect of CRM on enhancing
customer loyalty in the banking sector. This study addresses a deeper question on whether
customer knowledge management has been properly utilized in CRM practices to facilitate the
increase of customer knowledge, leading to increased customer satisfaction and ultimately
greater customer loyalty (Gopalsamy & Gokulapadmanaban, 2021). The research questions
asked whether customer knowledge management and customer trust and satisfaction were
significantly associated with CRM, if CRM is positively associated with customer loyalty
through customer satisfaction, and how effective CRM implementation is in the Indian banking
sector. This study used a quantitative approach through a survey questionnaire that was prepared
based on factors considered in a conceptual model that was developed. The questionnaire was
distributed electronically to private-sector banks and received 779 responses. The findings of this
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