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Making Sales Technology Effective

Perreault, William D. - ; Hunter, Gary K. - ;

Firms invest billions of dollars in sales technologies (STs; e.g., customer relationship management, sales automation tools) to improve sales force effectiveness and efficiency. However, the results expected from ST investments are often not achieved. This article proposes relationship-forging tasks that are critical to the link between ST use and key aspects of salesperson performance (i.e., a salesperson's relationship-building performance with customers and administrative performance). The authors evaluate relationship-forging tasks in the context of a model that considers the antecedents and consequences of three different uses of ST: accessing, analyzing, and communicating information. In general, the results of a field study, which is analyzed using block-recursive structural equation modeling, support the relationship-forging theory and show that relationship-forging tasks predict 57% of the variance in a salesperson's relationship-building performance with customers. The findings also support hypotheses that using ST either to analyze or to communicate information has mediated positive effects on a salesperson's relationship-building performance with customers. However, a salesperson's use of ST to analyze information has negative influences on administrative performance, creating an unexpected trade-off for sales and marketing managers. Printed Journal


Ketersediaan

Call NumberLocationAvailable
JM7101PSB lt.dasar - Pascasarjana2
PenerbitChicago: American Marketing Association 2007
EdisiVol. 71, No. 1, Jan., 2007
SubjekMarketing
Performance evaluation
sales
Automation
Customer relationship management
studies
Sales technologies
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik19 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
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  • Making Sales Technology Effective

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