New Research Publication Explores Technology Acceptance and CRM Technologies in Extension

The Extension Foundation released a new research publication titled “A Qualitative Investigation of the Technology Acceptance Model in the U.S. Cooperative Extension Service on the Adoption of Customer Relationship Management Systems.”

Authored by Dr. Aaron Weibe, Extension Foundation’s communication and engagement manager for his recently awarded PhD, the study delves into the Technology Acceptance Model (TAM) and its role in Extension adopting Customer Relationship Management (CRM) systems.

Why CRMs Matter for Extension

Dr. Weibe emphasizes the potential of CRMs for Extension services. CRMs offer a centralized platform for managing interactions with the public, leading to more effective communication, outreach, and engagement. Additionally, modern CRMs integrate seamlessly with other software, providing an overall view of operations.

Despite these advantages, Dr. Weibe acknowledges the high failure rate of CRM implementation. His research explores the challenges hindering adoption and investigates how TAM principles can be leveraged to increase CRM success rates within Extension. By exploring TAM in the context of CRM adoption, the publication provides specific and actionable insights to improve technology acceptance in Extension organizations.

Looking for More?

This research is one of two dozen publications released by the Extension Foundation in the last several months. The entire library, including the 2022-2023 NTAE Yearbook, is here.