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Effects of sales force automation use on sales force activities and customer relationship management processes

Author

Listed:
  • Jean-Michel Moutot

    () (Audencia Recherche - Audencia)

  • Ganael Bascoul

Abstract

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.

Suggested Citation

  • Jean-Michel Moutot & Ganael Bascoul, 2008. "Effects of sales force automation use on sales force activities and customer relationship management processes," Post-Print hal-00765392, HAL.
  • Handle: RePEc:hal:journl:hal-00765392
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00765392
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    Cited by:

    1. Silvio Cardinali & Gian Luca Gregori & Paola Palanga, 2014. "SFA Adoption: Empirical Evidences from a Case Study," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(6), pages 123-136, June.
    2. repec:eee:aumajo:v:19:y:2011:i:4:p:267-280 is not listed on IDEAS

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