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.