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SATIŞ TEKNOLOJİSİ KULLANIMI VE SATIŞ PERFORMANSI ARASINDAKİ BAĞLANTININ ANALİZİ

Year 2019, , 112 - 127, 09.02.2019
https://doi.org/10.14783/maruoneri.vi.522176

Abstract

Firmalar, satış ekiplerinin ürünler, satışlar, ürün talepleri, müşteriler veya rakipler hakkında bilgiye ulaşması, analiz etmesi ve iletişim kurması ve de dolayısı ile satış etkinliğini ve verimliliğini arttırmak ve üstün bir müşteri deneyimi oluşturmak için satış takip, müşteri ilişkileri yönetimi, satış otomasyon araçları, akıllı telefonlar ve tabletler şeklindeki satış teknolojilerine milyarlarca dolar yatırım yapmaktadır. Ancak, literatürde teknoloji kullanımı ile genel satış performansı arasındaki bağlantıya ilişkin sonuçlar karışıktır. Bu sebeple, teknolojinin satış elemanlarının performansını nasıl etkilediğinin daha iyi anlaşılması ihtiyacı ortaya çıkmaktadır. Bu çalışma, bu bağlantıyı doğrudan satış organizasyonlarından gelen verilerle göstermeye çalışmaktadır. Sonuçlar, satış elemanlarının çoğunlukla verileri analiz etmek için satış teknolojilerini kullandığını ve satış teknolojisi kullanımının iç yönetim performansını, satış performansını ve müşteri ilişkileri yönetimi performansını, kısaca satış performansının tüm yönlerini, etkilediğini göstermektedir. Müşteri odaklılık, satış teknolojisi ile ilgili verilen eğitim ve algılanan kullanım kolaylığının bu ilişkiyi geliştirdiği; ancak satış elemanının uzmanlığının etkisinin olmadığı görülmüştür.

References

  • Achrol, R. S. & P. Kotler. (1999). Marketing in the network economy. The Journal of Marketing, 146-163. Ahearne, M., Srinivasan, N. & L. Weinstein. (2004). Effect of technology on sales performance: Progressing from technology acceptance to technology usage & consequence. Journal of Personal Selling & Sales Management, 24(4), 297-310. Ahearne, M., Jones, E., Rapp, A. & J. Mathieu. (2008). High Touch through High Tech: The impact of salesperson technology usage on sales performance via mediating mechanisms. Management Science, 54(4), 671-685. Bagozzi, R.P., Yi, Y. & L. W. Phillips. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421-58. Barrick, M. R., Stewart, G. L. & M. Piotrowski (2002). personality & job performance: Test of the mediating effects of motivation among sales representatives. Journal of Applied Psychology, 87(1), 43. Behrman, D. N. & W. D. Perreault Jr. (1984). A role stress model of the performance and satisfaction of industrial salespersons. The Journal of Marketing, 9-21. Bolander, W., Satornino, C. B., Hughes, D. E. & G. R. Ferris (2015). Social networks within sales organizations: Their development and importance for salesperson performance. Journal of Marketing, 79(6), 1-16. Bommer, W. H., Johnson, J. L., Rich, G. A., Podsakoff, P. M., & S.B. MacKenzie. (1995). On the interchangeability of objective and subjective measures of employee performance: A meta‐analysis. Personnel psychology, 48(3), 587-605. Brown, S. P. & R. A. Peterson (1994). The effect of effort on sales performance and job satisfaction. The Journal of Marketing, 58(2), 70-80. Buehrer, R. E., Senecal, S. & E. B. Pullins. (2005). Sales force technology usage-reasons, barriers, and support: An exploratory investigation. Industrial Marketing Management, 34(4), 389- 398. Churchill Jr, G. A., Ford, N. M., Hartley, S. W., & Walker Jr, O. C. (1985). The determinants of salesperson performance: A meta-analysis. Journal of Marketing Research, 103-118. Cron, W. L., Baldauf, A., Leigh, T. W. & S. Grossenbacher. (2014). The strategic role of the sales force: Perceptions of senior sales executives. Journal of the Academy of Marketing Science, 42(5), 471-489. Deeter-Schmelz, D. R. & J. Z. Sojka (2003). Developing effective salespeople: Exploring the link between emotional intelligence and sales performance. The International Journal of Organizational Analysis, 11(3), 211-220. Deshpandé, R., Farley, J. U. & F. E., Webster Jr. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. The journal of Marketing, 23- 37. Engle, R. L. & M. L. Barnes. (2000). Sales force automation usage, effectiveness, and cost-benefit in Germany, England and The United States. Journal of Business & Industrial Marketing, 15(4), 216-241. Fu, F. Q. (2009). Effects of salesperson experience, age, and goal setting on new product performance trajectory: A growth curve modeling approach. Journal of Marketing Theory and Practice, 17(1), 7-20. Geiger, S. & P. Guenzi. (2009). The Sales function in the twenty-first century: Where are we and where do we go from here?. European Journal of Marketing, 43(7/8), 873-889. Hair, J. F., Black, W. C., Babin, B. J. & R. E. Anderson. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Pearson International Edition. Hartmann, N. N., Wieland, H. & S. L. Vargo. (2018). Converging on a new theoretical foundation for selling. Journal of Marketing, 82, 1-18. Homburg, C., Wieseke, J. & C. Kuehnl (2010). Social influence on salespeople’s adoption of sales technology: A multilevel analysis. Journal of the Academy of Marketing Science, 38(2), 159- 168. Honeycutt Jr, E. D. (2005). Technology improves sales performance doesn’t it? An introduction to the special issue on selling and sales technology. Industrial Marketing Management, 34(4), 301-304. Hunter, G. K. & W. D. Perreault (2006). Sales technology orientation, information effectiveness, and sales performance. Journal of Personal Selling & Sales Management, 26(2), 95-113. Hunter, G. K. & W. D. Perreault. (2007). Making sales technology effective. Journal of Marketing, 71(1), 16-34. Jaramillo, F. & D. B. Grisaffe. (2009). Does customer orientation impact objective sales performance? Insights from a longitudinal model in direct selling. Journal of Personal Selling & Sales Management, 29(2), 167-178. Jelinek, R., Ahearne, M., Mathieu, J. & N. Schillewaert. (2006). A longitudinal examination of individual, organizational, and contextual factors on sales technology adoption and job performance. The Journal of Marketing Theory and Practice, 14(1), 7-23. Johnston, M. W. & G. W. Marshall. (2005). Relationship Selling and Sales Management, Boston: McGraw-Hill Irwin. Kohli, A. K., Shervani, T. A. & G. N. Challagalla. (1998). Learning and performance orientation of salespeople: The role of supervisors. Journal of Marketing Research, 263-274. Krishnan, V., Groza, M. D., Groza, M. P., Peterson, R. M. & E. Fredericks. (2014). Linking customer relationship management (CRM) processes to sales performance: The role of CRM technology effectiveness. The Marketing Management Journal, 24(2), 162-171. Leigh, T. W. & G. W. Marshall. (2001). Research priorities in sales strategy and performance. The Journal of Personal Selling and Sales Management, 83-93. Leong, S. M., Busch, P. S. & D. R. John. (1989). Knowledge bases and salesperson effectiveness: A script-theoretic analysis. Journal of Marketing Research, 26(2), 164. Limbu, Y. B., Jayachandran, C. & B. J. Babin. (2014). Does information and communication technology improve job satisfaction? The moderating role of sales technology orientation. Industrial Marketing Management, 43(7), 1236-1245. Menguc, B., Auh, S. & A. Uslu. (2013). Customer knowledge creation capability and performance in sales teams. Journal of the Academy of Marketing Science, 41(1), 19-39. MacCallum, R. C. & J. T. Austin. (2000). Applications of structural equation modeling in psychological research. Annual review of psychology, 51(1), 201-226. Ofek, E. & M. Sarvary. (2001). Leveraging the customer base: Creating competitive advantage through knowledge management. Management Science, 47(11), 1441–1456. Panagopoulos, N. G. & G. J. Avlonitis. (2010). Performance implications of sales strategy: The moderating effects of leadership and environment. International Journal of Research in Marketing, 27(1), 46-57. Peterson, R. M., Rodriguez, M. & V. Krishnan. (2011). CRM and sales pipeline management: Empirical results for managing opportunities. Marketing Management Journal, 21(1), 60- 70. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. & N. P. Podsakoff. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879. Rapp, A., Agnihotri, R. & L. P. Forbes. (2008). The sales force technology performance Chain: The role of adaptive selling and effort. Journal of Personal Selling & Sales Management, 28(4), 335-350. Robinson Jr, L., Marshall, G. W. & M. B. Stamps. (2005). Sales force use of technology: Antecedents to technology acceptance. Journal of Business Research, 58(12), 1623-1631. Román, S. & R. Rodríguez. (2015). The influence of sales force technology use on outcome performance. Journal of Business & Industrial Marketing, 30(6), 771-783. Schillewaert, N., Ahearne, M. J., Frambach, R. T. & R.K. Moenaert. (2005). The adoption of information technology in the sales force. Industrial Marketing Management, 34(4), 323- 336. Siders, M. A., George, G. & R. Dharwadkar. (2001). The relationship of internal and external commitment foci to objective job performance measures. Academy of Management Journal, 44(3), 570-579. Speier, C. & V. Venkatesh. (2002). The hidden minefields in the adoption of sales force automation technologies. Journal of Marketing, 66(3), 98-111. Sturman, M. C. (2003). Searching for the inverted u-shaped relationship between time and performance: Meta-analyses of the experience/performance, tenure/performance and age/performance relationships. Journal of Management, 29(5), 609-640. Sundaram, S., Schwarz, A., Jones, E. & W. W. Chin. (2007). Technology use on the front line: How information technology enhances individual performance. Journal of the Academy of Marketing Science, 35(1), 101-112. Vargo, S. L. & R. F. Lusch. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17. Verbeke, W., Dietz, B. & E. Verwaal. (2011). Drivers of sales performance: A contemporary meta-analysis. have salespeople become knowledge brokers?. Journal of the Academy of Marketing Science, 39(3), 407-428. Williams, B. C. & C. R. Plouffe. (2007). Assessing the Evolution of Sales Knowledge: A 20-year content analysis. Industrial Marketing Management, 36(4), 408-419.

ANALYZING THE LINK BETWEEN SALES TECHNOLOGY USE AND SALES PERFORMANCE

Year 2019, , 112 - 127, 09.02.2019
https://doi.org/10.14783/maruoneri.vi.522176

Abstract

Firms invest billions of dollars in sales technologies in the form of order tracking and CRM systems, sales automation tools, or smartphones and tablets to enable their sales workforce to access, analyze, and communicate information about products, sales calls or orders, sales, accounts or competitors more easily, and to improve sales effectiveness and efficiency and thus, to generate a superior customer experience. However, the results regarding the link between technology use and overall salesperson performance is mixed. Thus, there is a need for a better understanding of how technology impacts performance of the salespeople. This study tries to demonstrate this link with data from direct selling organizations. Results indicate that salespeople mainly use sales technologies to analyze data and that sales technology use influences internal administrative performance, sales performance, and customer relationship building performance; i.e. all aspects of salesperson performance. Customer orientation, training and perceived ease-of-use of the sales technology enhance this relationship. On the other hand, expertise of the salesperson was found to display no influence.

References

  • Achrol, R. S. & P. Kotler. (1999). Marketing in the network economy. The Journal of Marketing, 146-163. Ahearne, M., Srinivasan, N. & L. Weinstein. (2004). Effect of technology on sales performance: Progressing from technology acceptance to technology usage & consequence. Journal of Personal Selling & Sales Management, 24(4), 297-310. Ahearne, M., Jones, E., Rapp, A. & J. Mathieu. (2008). High Touch through High Tech: The impact of salesperson technology usage on sales performance via mediating mechanisms. Management Science, 54(4), 671-685. Bagozzi, R.P., Yi, Y. & L. W. Phillips. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421-58. Barrick, M. R., Stewart, G. L. & M. Piotrowski (2002). personality & job performance: Test of the mediating effects of motivation among sales representatives. Journal of Applied Psychology, 87(1), 43. Behrman, D. N. & W. D. Perreault Jr. (1984). A role stress model of the performance and satisfaction of industrial salespersons. The Journal of Marketing, 9-21. Bolander, W., Satornino, C. B., Hughes, D. E. & G. R. Ferris (2015). Social networks within sales organizations: Their development and importance for salesperson performance. Journal of Marketing, 79(6), 1-16. Bommer, W. H., Johnson, J. L., Rich, G. A., Podsakoff, P. M., & S.B. MacKenzie. (1995). On the interchangeability of objective and subjective measures of employee performance: A meta‐analysis. Personnel psychology, 48(3), 587-605. Brown, S. P. & R. A. Peterson (1994). The effect of effort on sales performance and job satisfaction. The Journal of Marketing, 58(2), 70-80. Buehrer, R. E., Senecal, S. & E. B. Pullins. (2005). Sales force technology usage-reasons, barriers, and support: An exploratory investigation. Industrial Marketing Management, 34(4), 389- 398. Churchill Jr, G. A., Ford, N. M., Hartley, S. W., & Walker Jr, O. C. (1985). The determinants of salesperson performance: A meta-analysis. Journal of Marketing Research, 103-118. Cron, W. L., Baldauf, A., Leigh, T. W. & S. Grossenbacher. (2014). The strategic role of the sales force: Perceptions of senior sales executives. Journal of the Academy of Marketing Science, 42(5), 471-489. Deeter-Schmelz, D. R. & J. Z. Sojka (2003). Developing effective salespeople: Exploring the link between emotional intelligence and sales performance. The International Journal of Organizational Analysis, 11(3), 211-220. Deshpandé, R., Farley, J. U. & F. E., Webster Jr. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. The journal of Marketing, 23- 37. Engle, R. L. & M. L. Barnes. (2000). Sales force automation usage, effectiveness, and cost-benefit in Germany, England and The United States. Journal of Business & Industrial Marketing, 15(4), 216-241. Fu, F. Q. (2009). Effects of salesperson experience, age, and goal setting on new product performance trajectory: A growth curve modeling approach. Journal of Marketing Theory and Practice, 17(1), 7-20. Geiger, S. & P. Guenzi. (2009). The Sales function in the twenty-first century: Where are we and where do we go from here?. European Journal of Marketing, 43(7/8), 873-889. Hair, J. F., Black, W. C., Babin, B. J. & R. E. Anderson. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Pearson International Edition. Hartmann, N. N., Wieland, H. & S. L. Vargo. (2018). Converging on a new theoretical foundation for selling. Journal of Marketing, 82, 1-18. Homburg, C., Wieseke, J. & C. Kuehnl (2010). Social influence on salespeople’s adoption of sales technology: A multilevel analysis. Journal of the Academy of Marketing Science, 38(2), 159- 168. Honeycutt Jr, E. D. (2005). Technology improves sales performance doesn’t it? An introduction to the special issue on selling and sales technology. Industrial Marketing Management, 34(4), 301-304. Hunter, G. K. & W. D. Perreault (2006). Sales technology orientation, information effectiveness, and sales performance. Journal of Personal Selling & Sales Management, 26(2), 95-113. Hunter, G. K. & W. D. Perreault. (2007). Making sales technology effective. Journal of Marketing, 71(1), 16-34. Jaramillo, F. & D. B. Grisaffe. (2009). Does customer orientation impact objective sales performance? Insights from a longitudinal model in direct selling. Journal of Personal Selling & Sales Management, 29(2), 167-178. Jelinek, R., Ahearne, M., Mathieu, J. & N. Schillewaert. (2006). A longitudinal examination of individual, organizational, and contextual factors on sales technology adoption and job performance. The Journal of Marketing Theory and Practice, 14(1), 7-23. Johnston, M. W. & G. W. Marshall. (2005). Relationship Selling and Sales Management, Boston: McGraw-Hill Irwin. Kohli, A. K., Shervani, T. A. & G. N. Challagalla. (1998). Learning and performance orientation of salespeople: The role of supervisors. Journal of Marketing Research, 263-274. Krishnan, V., Groza, M. D., Groza, M. P., Peterson, R. M. & E. Fredericks. (2014). Linking customer relationship management (CRM) processes to sales performance: The role of CRM technology effectiveness. The Marketing Management Journal, 24(2), 162-171. Leigh, T. W. & G. W. Marshall. (2001). Research priorities in sales strategy and performance. The Journal of Personal Selling and Sales Management, 83-93. Leong, S. M., Busch, P. S. & D. R. John. (1989). Knowledge bases and salesperson effectiveness: A script-theoretic analysis. Journal of Marketing Research, 26(2), 164. Limbu, Y. B., Jayachandran, C. & B. J. Babin. (2014). Does information and communication technology improve job satisfaction? The moderating role of sales technology orientation. Industrial Marketing Management, 43(7), 1236-1245. Menguc, B., Auh, S. & A. Uslu. (2013). Customer knowledge creation capability and performance in sales teams. Journal of the Academy of Marketing Science, 41(1), 19-39. MacCallum, R. C. & J. T. Austin. (2000). Applications of structural equation modeling in psychological research. Annual review of psychology, 51(1), 201-226. Ofek, E. & M. Sarvary. (2001). Leveraging the customer base: Creating competitive advantage through knowledge management. Management Science, 47(11), 1441–1456. Panagopoulos, N. G. & G. J. Avlonitis. (2010). Performance implications of sales strategy: The moderating effects of leadership and environment. International Journal of Research in Marketing, 27(1), 46-57. Peterson, R. M., Rodriguez, M. & V. Krishnan. (2011). CRM and sales pipeline management: Empirical results for managing opportunities. Marketing Management Journal, 21(1), 60- 70. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. & N. P. Podsakoff. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879. Rapp, A., Agnihotri, R. & L. P. Forbes. (2008). The sales force technology performance Chain: The role of adaptive selling and effort. Journal of Personal Selling & Sales Management, 28(4), 335-350. Robinson Jr, L., Marshall, G. W. & M. B. Stamps. (2005). Sales force use of technology: Antecedents to technology acceptance. Journal of Business Research, 58(12), 1623-1631. Román, S. & R. Rodríguez. (2015). The influence of sales force technology use on outcome performance. Journal of Business & Industrial Marketing, 30(6), 771-783. Schillewaert, N., Ahearne, M. J., Frambach, R. T. & R.K. Moenaert. (2005). The adoption of information technology in the sales force. Industrial Marketing Management, 34(4), 323- 336. Siders, M. A., George, G. & R. Dharwadkar. (2001). The relationship of internal and external commitment foci to objective job performance measures. Academy of Management Journal, 44(3), 570-579. Speier, C. & V. Venkatesh. (2002). The hidden minefields in the adoption of sales force automation technologies. Journal of Marketing, 66(3), 98-111. Sturman, M. C. (2003). Searching for the inverted u-shaped relationship between time and performance: Meta-analyses of the experience/performance, tenure/performance and age/performance relationships. Journal of Management, 29(5), 609-640. Sundaram, S., Schwarz, A., Jones, E. & W. W. Chin. (2007). Technology use on the front line: How information technology enhances individual performance. Journal of the Academy of Marketing Science, 35(1), 101-112. Vargo, S. L. & R. F. Lusch. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17. Verbeke, W., Dietz, B. & E. Verwaal. (2011). Drivers of sales performance: A contemporary meta-analysis. have salespeople become knowledge brokers?. Journal of the Academy of Marketing Science, 39(3), 407-428. Williams, B. C. & C. R. Plouffe. (2007). Assessing the Evolution of Sales Knowledge: A 20-year content analysis. Industrial Marketing Management, 36(4), 408-419.
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Primary Language English
Journal Section Makale Başvuru
Authors

Aslı Kuşçu This is me 0000-0003-3856-8518

Publication Date February 9, 2019
Published in Issue Year 2019

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APA Kuşçu, A. (2019). ANALYZING THE LINK BETWEEN SALES TECHNOLOGY USE AND SALES PERFORMANCE. Öneri Dergisi, 14(51), 112-127. https://doi.org/10.14783/maruoneri.vi.522176

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