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When technology is imposed on salespeople: between compliance, identification and internalization
[Lorsque la technologie est imposée aux vendeurs : entre conformité, identification et internalisation]

Author

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  • Madiha Bendjaballah

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Christian Dianoux

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

This research investigates the evolution of salespeople's reluctance to the use of Mobile Sales Assistants (MSAs) by salespeople almost 10 years after the seminal article by Spreer and Rauschnabel (2016). Analysis of 21 interviews conducted with salespeople reveals that resistance remains, particularly in relation to the dehumanization of the customer relationship. Drawing on Kelman's theory of social influence (1958), this research presents three processes explaining differentiated usage strategies: minimalist usage (compliance with managerial directives), usage by imitation of peers (identification), intrinsic usage (internalization) when salespeople recognize the intrinsic benefits of MSA (time savings, better inventory management). The study recommends personalized support and modulated adoption of MSAs, enabling salespeople to comply with managerial expectations while preserving congruence with their professional values, in order to reduce reluctance to use MSAs by salespeople.

Suggested Citation

  • Madiha Bendjaballah & Sandrine Heitz-Spahn & Christian Dianoux, 2025. "When technology is imposed on salespeople: between compliance, identification and internalization [Lorsque la technologie est imposée aux vendeurs : entre conformité, identification et internalisat," Post-Print hal-05306603, HAL.
    • Handle: RePEc:hal:journl:hal-05306603
    Note: View the original document on HAL open archive server: https://hal.science/hal-05306603v1
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