Effects of Sales Force Automation Use on Sales Force Activities and Customer Relationship Management Processes

28 April 2009


This study defines a framework for understanding the impact of sales force automation (SFA) on customer relationship management (CRM) processes from the perspective of information systems and motivation theories. Investigating the relationship between these processes, with sales activities as the common link, sheds new light on several crucial issues. To enrich this study, two alternative models that distinguish the efficiency and effectiveness of salespersons’ activities also are formulated. Data from a longitudinal field study demonstrate that different SFA functionalities generate counterintuitive effects on sales activities. The main outcomes of SFA implementation in CRM processes include a mostly negative effect of SFA reporting and conflicting but complementary and globally positive effects of SFA call planning and product configuration.

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