Technology Acceptance Model in U.S. Extension: CRM Adoption

QUALITATIVE INVESTIGATION OF TAM

study confirm that customer knowledge management increases better CRM and that knowledge

management is an essential tool for creating better customer satisfaction. Interestingly, the study

shows that inadequate budgets and a lack of top management support were barriers to the

implementation of CRM. When analyzing the association between customer trust and CRM, a

significant relationship was found, and an indirect relationship between customer trust and

customer retention was also identified. Finally, a direct correlation between the impact of

customer satisfaction and customer loyalty was found.

Al-Arafati et al. (2019) studied the mediating effect of output quality on the relationship

between top management support and customer satisfaction in the implementation of CRM

systems in the public sector. Their research discusses the implementation of CRM systems and

the signification investments required that do not always lead to higher customer satisfaction for

many reasons, including the gap between organizational understanding of customer expectations

and the real expectations of customers (Al-Arafati et al., 2019). Output quality is defined as

meeting the customers’ expectations through products and services . It is theorized that when

output quality is high, customer satisfaction increases, leading to greater retention and revenue

growth. The authors hypothesize that output quality mediates the relationship between top

management support and customer satisfaction in the implementation of CRM technologies. A

quantitative approach was taken for this study through a survey questionnaire, and the targeted

respondents are individual employees working in public sector organizations where these

organizations have implemented CRM technologies. A total of 356 usable questionnaires were

returned from participants and analyzed in SPSS for reliability testing and Partial Least Squares.

The findings of this research showed that output quality is the most important determinant of