High Touch Through High Tech: The Impact of Salesperson Technology Usage on Customer Satisfaction and Sales Performance

Management Science, Vol. 54, No. 4, pp. 671-685, 2008

15 Pages Posted: 6 Apr 2010

See all articles by Michael Ahearne

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Eli Jones

University of Houston - Department of Marketing

Adam Rapp

Clemson University - Department of Marketing

John Mathieu

University of Connecticut - Department of Management

Date Written: 2008

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.

Keywords: customer relationship management, relationship marketing, sales technology

JEL Classification: M30

Suggested Citation

Ahearne, Michael and Jones, Eli and Rapp, Adam and Mathieu, John, High Touch Through High Tech: The Impact of Salesperson Technology Usage on Customer Satisfaction and Sales Performance (2008). Management Science, Vol. 54, No. 4, pp. 671-685, 2008. Available at SSRN: https://ssrn.com/abstract=1584728

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Eli Jones

University of Houston - Department of Marketing ( email )

United States

Adam Rapp

Clemson University - Department of Marketing ( email )

United States

John Mathieu

University of Connecticut - Department of Management ( email )

Storrs, CT 06269-1041
United States

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