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

Author

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  • Michael Ahearne

    (Bauer College of Business, University of Houston, Houston, Texas 77204)

  • Eli Jones

    (Bauer College of Business, University of Houston, Houston, Texas 77204)

  • Adam Rapp

    (College of Business Administration, Kent State University, Kent, Ohio 44242)

  • John Mathieu

    (Department of Management, University of Connecticut, Storrs, Connecticut 06269)

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.

Suggested Citation

  • Michael Ahearne & Eli Jones & Adam Rapp & John Mathieu, 2008. "High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms," Management Science, INFORMS, vol. 54(4), pages 671-685, April.
    • Handle: RePEc:inm:ormnsc:v:54:y:2008:i:4:p:671-685
    DOI: 10.1287/mnsc.1070.0783
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    References listed on IDEAS

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