A Social Learning Perspective on Sales Technology Usage: Preliminary Evidence from an Emerging Economy
Journal of Personal Selling & Sales Management, Forthcoming
29 Pages Posted: 11 Dec 2009
Date Written: December 10, 2009
Drawing on social learning theory, we examine how the perceived technological savvy of a salesperson’s manager, co-workers, and competitors impacts sales technology usage behavior. Data were drawn from a major retail bank in Nigeria, Africa. Analyses of data from relationship managers confirm predictions that while perceived co-worker savvy directly influences technology usage, the influence of managers’ and competitors’ perceived savvy is mediated. Perceived manager savvy influences usage by increasing feelings of monitoring and the level of perceived co-worker savvy. Similarly, perceived competitor savvy influences usage by increasing perceived manager and co-worker savvy. We also confirm that usage of sales technology has a positive influence on salesperson performance.
Keywords: social learning, salesperson, sales management, technology adoption
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