Understanding post-adoptive adaptation process in organisational CRM implementations
Past research on CRM largely focuses on organisational initial adoption decisions. However, there has been little research concerning the continued use of CRM and the associated change process in the post-adoption stage. This study attempts to fill this gap by examining post-adoptive adaptation process in organisational CRM implementations. The research questions are: (i) How do organisational changes unfold in the CRM implementation process? and (ii) How do individuals adapt to CRM applications at the post-adoptive stage? The study uses coping theory, institutional theory, and a socio-technical perspective as sensitising devices and the case study methodology to examine multi-level changes associated with CRM implementations in organisations. This research aims to develop a multi-level theory of post-adoptive adaptation process. The findings may assist organisations in providing appropriate resources and support successful post-adoption implementations of CRM.