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Making Sales Technology Effective
Hunter, Gary K.
Perreault, William D.
Article from Journal - ilmiah internasional
Journal of Marketing (EBSCO) vol. 71 no. 1 (Jan. 2007)
Perpustakaan Pusat (Semanggi)
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Lihat Detail Induk
Firms invest billions of dollars in sales technologies (STs, e. g. customer relationship management, sales automation tools) to improve sales force effectiveness and efficiency. However, the results expected from ST investments are often not achieves. This article proposes relationship - forging tasks that are critical to the link between ST use and key aspects of salesperson performance (i. e. a salesperson's relationship - building performance with customers and administrative performance). The authors evaluate relationship - forging tasks in the context of a model that considers the antecedents and consequences of three different uses of ST : accessing, analyzing, and communicating information. In general, the results of a field study, which is analyzed using block - recursive structural equation modeling, support the relationship - forging theory and shoe that relationship -forging tasks predicet 57% of the variance in a salesperson's relationship building performance with customers. The dinfings also support hypotheses that using ST either to analyze or to communicate informatin has mediated positive effects on a salesperson's relationship - building performance with customers. However, a salesperson's use of ST to analyze information has negative influences on administrative performance, creating an unexpected trade - off for sales and marketing managers.
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