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The benefits of sales force automation : A customer's perspective

Author

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  • Othman Boujena

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School)

Abstract

This paper examines the benefits of sales force automation from the customer's perspective within a framework based on theories from the sales and information systems literature relating to the benefits of the implementation of information technology. An in-depth study using qualitative research tools is conducted among managers occupying "buyer/logistic" positions within customer organizations to identify perceived benefits of the use of sales force automation (SFA) systems by their vendors. Three content analytical techniques (thematic, lexical, and cognitive mapping) are used to uncover the benefits most valued by management in customer organizations. Results demonstrate that customers perceive benefits on four main dimensions of their interaction with salespersons—salespeople's professionalism, customer interaction frequency, salesperson responsiveness, and salesperson–customer relationship quality. This study is the fi rst to examine aspects of SFA from the customer perspective.

Suggested Citation

  • Othman Boujena, 2009. "The benefits of sales force automation : A customer's perspective," Post-Print hal-00565468, HAL.
    • Handle: RePEc:hal:journl:hal-00565468
    DOI: 10.2753/PSS0885-3134290203
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    Cited by:

    1. Edgardo Bravo Orellana, 2015. "Automating and Informating: Roles to Examine in Technology’s Impact on Performance," Working Papers 15-17, Centro de Investigación, Universidad del Pacífico.
    2. Romain Franck & Maud Dampérat, 2023. "Influence of sales support technologies on salesperson performance: A study of interpersonal and intrapersonal mediators [Influence des technologies d’aide à la vente sur les performances du commer," Post-Print halshs-04159504, HAL.
    3. Badrinarayanan, Vishag & Ramachandran, Indu, 2024. "Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing," Journal of Business Research, Elsevier, vol. 177(C).
    4. Fabrice Larceneux & Denis Guiot, 2019. "The role of services in homebuyers’ attitudes: A field experiment in the French off-plan housing market," Urban Studies, Urban Studies Journal Limited, vol. 56(14), pages 2880-2896, November.

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