High touch through high tech: the impact of salesperson technology usage on customer satisfaction and sales performance
Ahearne, Michael Jones, Eli Rapp, Tammy Mathieu, John
Ahearne, Michael
Jones, Eli
Rapp, Tammy
Mathieu, John
Citations
Altmetric:
Publication Type
Journal article
Editor
Supervisor
Publication Year
2008
Journal
Management Science
Book
Publication Volume
54
Publication Issue
4
Publication Begin page
671
Publication End page
685
Publication Number of pages
Collections
Abstract
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.