QUALITATIVE INVESTIGATION OF TAM
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within the TOE framework, which include subjective norms and hedonistic drives, as being
factors that also influence innovation adoption.
Summary
This comprehensive literature review covers various topics related to CRM adoption and
implementation, the value of CRM adoption in the context of improved client engagement, and
the applicability of the TAM to CRM adoption in the CES. The TAM focuses on perceived
usefulness, ease of use, risk, and training as potential determinants of technology acceptance. In
addition, this chapter covers the critical success factors of CRM implementation, including
reasons for CRM implementation failure, and highlights the impact of CRM on organizational
performance. Marketing automation and customer knowledge creation are also key deliverables
of an implemented CRM system and have potential implications for the CES. The impacts of
CRM implementation on customer satisfaction, knowledge, and engagement were also
investigated and demonstrate that CRM systems have a broad impact in these areas. Finally, this
chapter examines related literature, such as Labus and Stone’s CRM behavior theory , as a
practical theoretical framework to be considered for this research along with Tornatzky and
Fleischer’s TOE theory.
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