How does sales force automation influence relationship quality and performance? The mediating roles of learning and selling behaviors

초록

Sales force automation (SFA) technologies are increasingly used to support customer relationship management strategies However, previous studies have reported mixed results about the performances of SFA technologies Therefore, this study seeks to further examine the impact of SFA usage on both customer relationship quality and sales performance Additionally, the mediating roles of learning and adaptive selling behaviors on the outcomes of SFA usage are investigated The results highlight the mediating role of salesperson learning and adaptive selling behaviors in the SFA usage and sales performance relationship Especially noteworthy is the impact of learning through adaptive selling on those outcome variables Implications for SFA research and practice that may further improve our understanding of this increasingly relevant topic are also offered (C) 2009 Elsevier Inc All rights reserved

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