QUALITATIVE INVESTIGATION OF TAM
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study goals and rationale, iterating research questions, developing a theoretical framework,
determining methods needed to answer research questions, making decisions about the research
setting, piloting and refining the research design and methods, and planning for validity (Ravitch
& Carl, 2021). Ravitch and Carl (2021) also suggest that a flexible approach to research design
considers the range and variation of method choices and how these can be used in ways to help
achieve or clarify the specific goals of the study. After following the process outlined by Ravitch
and Carl (2021), the researcher determined that a qualitative phenomenological design was the
best approach to answer the research questions. Ravitch and Carl (2021) share that a
phenomenological design includes exploring a phenomenon with a group of individuals, and data
collection tends to be interviewed to understand the experiences or the phenomenon. In this
research, the researcher seeks to understand the attitudes and perceptions toward CRM usage in
the CES as it relates to the impact of CRM on communications, marketing, and engagement.
The significance of this study has implications for how the CES can improve
communications, outreach, and engagement efforts with the communities they serve while
increasing workplace productivity. The findings play a critical role in determining the
appropriateness of CRM usage in CES services and programming. CRM would assist both CES
professionals and the clients they serve in co-creating value between the client and the
organization, tracking lifecycle engagement with CES services and programs, and potentially
resolving communications and marketing challenges for CES educators, specialists, and agents.
Evidence suggests that CRM technology implementation could improve customer service
interactions with clients, increase the perceived value of CES programs, and strengthen
relationships between an organization such as the CES and its clients.
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