The general background of this research is that many Extension organizations are still evaluating the use of Customer Relationship Management (CRM) systems or are not currently considering adopting CRM technologies. This study examines where Extension organizations are in their adoption of CRM technologies and their perceptions and attitudes towards CRM adoption and implementation. The theoretical framework for this research is based on the technology acceptance model (TAM) to better understand perceived usefulness, ease-of-use, benefits and risks of CRM implementation in Extension organizations.
Information about this Study:
Purpose: The purpose of this research is to investigate the technology-acceptance model (TAM) and how it may create opportunities for successful adoption of customer relationship management (CRM) systems for the Cooperative Extension to enhance internal and external communications, engagement, and outreach efforts.
Participation: Participants must be 18 years of age or older and employed through a Land-grant University in the United States. Participants will be asked to participate in a one-on-one video-recorded interview over Zoom video conferencing software, and complete a follow-up survey. It should take approximately 1 hour to complete the procedures listed. Names and other identifying information will be requested as part of this study, but participant identities will not be disclosed.
Risks: Minimal risk: the expected risks from participating in this study are minimal, which means they are equal to the risks you would encounter in everyday life.
Target Audience: The intended audience is Cooperative Extension professionals that are currently using, evaluating use, or have decided to not use Customer Relationship Management technology systems for their organizations.
Incentive: Participants will not be compensated for participating in this study.
Questions and Participation:
To participate, or if you have questions or would like more information, please contact me by email at aaronweibe@extension.org.
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