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High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms

Management science, 2008-04, Vol.54 (4), p.671-685 [Peer Reviewed Journal]

Copyright 2008 INFORMS ;2008 INIST-CNRS ;Copyright Institute for Operations Research and the Management Sciences Apr 2008 ;ISSN: 0025-1909 ;EISSN: 1526-5501 ;DOI: 10.1287/mnsc.1070.0783 ;CODEN: MSCIAM

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Title:
High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms
Author: Ahearne, Michael ; Jones, Eli ; Rapp, Adam ; Mathieu, John
Subjects: Applied sciences ; Business studies ; Customer relationship management ; Customer service ; Customer services ; Exact sciences and technology ; Firm modelling ; High technology ; Impact analysis ; Information and communication technologies ; Information technology ; Management science ; Marketing ; Marketing strategies ; Operational research and scientific management ; Operational research. Management science ; Pharmaceutical industry ; Physicians ; Relationship marketing ; Sales management ; Sales personnel ; Sales representatives ; sales technology ; Salespeople ; Studies ; Technology
Is Part Of: Management science, 2008-04, Vol.54 (4), p.671-685
Description: Sales technology has been touted as a primary tool for enhancing customer relationship management. However, empirical research is sparse concerning the use of information technology (IT) and its effects on the relationship between salespersons and customers. Using an interdisciplinary research approach, we extend task-technology-fit (TTF) theory by examining the mechanisms through which use of IT by the sales force influences salesperson performance. We test a model that incorporates salespersons' customer service, attention to personal details, adaptability, and knowledge—key marketing constructs that could mediate IT's impact on salesperson performance. Results in a pharmaceutical sales setting indicate that IT use can improve customer service and salespersons' adaptability, leading to improved sales performance.
Publisher: Linthicum, MD: INFORMS
Language: English
Identifier: ISSN: 0025-1909
EISSN: 1526-5501
DOI: 10.1287/mnsc.1070.0783
CODEN: MSCIAM
Source: ProQuest One Psychology
RePEc
ProQuest Central

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High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms

Copyright 2008 INFORMS ;2008 INIST-CNRS ;Copyright Institute for Operations Research and the Management Sciences Apr 2008 ;ISSN: 0025-1909 ;EISSN: 1526-5501 ;DOI: 10.1287/mnsc.1070.0783 ;CODEN: MSCIAM

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