Full Title: A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems. This research publication was submitted as a dissertation for a PhD awarded to Dr. Aaron Weibe by Liberty University in 2024. It investigates the technology acceptance model (TAM) in the U.S. Cooperative Extension Service (CES) regarding the adoption of customer relationship management (CRM) systems to improve communications, outreach, and engagement with the publics and communities it serves. A qualitative phenomenological approach utilizing existing data and one-on-one semi-structured interviews with CES leaders and professionals is utilized. Findings highlight various perceived benefits, barriers, and reported success rates from CES professionals. The findings suggest a positive correlation between the TAM variable of perceived ease of use and the reported adoption success of CRM technologies within the CES, positive attitudes toward perceived usefulness of CRM technologies, and high rates of employee resistance around the adoption of CRM technologies. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the Extension Foundation.
Attribution | 2 |
Abstract | 3 |
Chapter 1: Introduction | 7 |
Background | 8 |
History | 9 |
Customer Relationship Management | 9 |
U.S. Cooperative Extension Service | 12 |
Introduction to the Problem | 13 |
Problem Statement | 14 |
Purpose Statement | 15 |
Significance of Study | 15 |
Nature of Study | 16 |
Appropriateness of the Method | 17 |
Appropriateness of the Design | 17 |
Data Collection Method | 18 |
Data Analysis | 19 |
Research Questions | 21 |
Definitions | 22 |
Summary | 23 |
Chapter 2: Review of Literature | 25 |
Article Searches and Documentation | 27 |
Historical Content | 28 |
Current Content | 30 |
Technology Acceptance Model | 30 |
Critical Success Factors | 38 |
Organizational Performance | 45 |
Additional Organizational Impacts of CRM Adoption and Implementation | 55 |
Marketing Automation and Knowledge Creation | 65 |
Customer Loyalty, Satisfaction, and Engagement | 67 |
Situation to Communication Tradition | 77 |
Theoretical Framework | 80 |
Related Literature | 82 |
Summary | 83 |
Chapter 3: Methodology | 84 |
Method Appropriateness | 85 |
Design Appropriateness | 85 |
Research Method and Design | 87 |
Research Questions | 87 |
Setting | 88 |
Participants | 88 |
Procedures | 90 |
Researcher’s Role | 91 |
Reflexivity | 92 |
Data Collection | 93 |
Data Analysis | 94 |
Coding | 95 |
Trustworthiness | 96 |
Credibility | 96 |
Dependability and Confirmability | 96 |
Transferability | 97 |
Ethical Considerations | 97 |
Summary | 98 |
Chapter 4: Results | 100 |
Overview | 100 |
Data Collection and Analysis | 101 |
Participant Profiles | 103 |
Findings | 122 |
Adoption Success and Familiarity | 125 |
Employee Resistance | 126 |
Pre-adoption Approaches | 127 |
RQ1 Findings: Benefits and Organizational Performance | 129 |
RQ2: Barriers and Organizational Impacts | 132 |
RQ3 Findings: TAM Principles | 134 |
RQ4 Findings: Outreach, Engagement, and Communications | 140 |
Summary of Findings | 142 |
Chapter 5: Discussion | 144 |
Overview | 144 |
Summary of Findings | 144 |
Discussion | 146 |
Technology Acceptance Model | 147 |
Critical Success Factors | 149 |
Organizational Performance | 150 |
Adoption Barriers | 151 |
Marketing Automation and Knowledge Creation | 151 |
Customer Satisfaction, Loyalty, Engagement. | 152 |
Implications | 153 |
Theoretical Framework | 153 |
Methodology | 154 |
Practical | 155 |
Delimitations and Limitations | 156 |
Future Research | 158 |
Summary | 159 |
References | 162 |
Appendix A: Survey Questions | 175 |
Appendix B: Semi-structured Interview Questions | 176 |
Appendix C: Coding Glossary | 177 |
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