The adoption of sales force automation technology in South Africa
Date
2011-03-22
Authors
Johnson, Bruce
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Abstract
The concept of automating an organization’s sales force by means of
technology is known as Sales Force Automation (SFA). While SFA technology
has been in existence for a number of years and has proven a valuable asset
for many, there are still numerous instances of organizations facing the
challenge of failed SFA implementation due to unsuccessful user acceptance.
Far too often management only considers the impact of SFA technology from
an organizational perspective and is usually not cognizant of the psychological
factors influencing individual user perceptions of the new SFA system.
Therefore this study, from an individual’s perspective, explores which of these
factors affect adoption of SFA technology by South African sales people.
As the body of technology acceptance/adoption research is well developed, this
study has been undertaken using solely a quantitative approach. While positivist
epistemology lacks the richness of qualitative research, it eliminates subjective
bias and allows the researcher to gain an objective view and understanding of
complex psychological influences.
The findings of this research demonstrate that the factors of performance
expectancy, social influence and perceived behavioral control are highly
significant determinants of SFA adoption. Furthermore that an individual’s
chronological age plays a significant role and that older salespeople are less
likely to successfully adopt SFA technology.
Description
MBA - WBS
Keywords
Sales force automation, Sales and selling