SATIŞ TEKNOLOJİSİ KULLANIMI VE SATIŞ PERFORMANSI ARASINDAKİ BAĞLANTININ ANALİZİ

Yıl 2019, Cilt: 14 Sayı: 51, 112 - 127, 09.02.2019

Aslı Kuşçu

https://doi.org/10.14783/maruoneri.vi.522176

Cited By: 2

Öz

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.

Anahtar Kelimeler

Teknoloji Kullanımı, Satış Performansı, İç İdari Performans, Müşteri İlişkileri Oluşturma Performansı

ANALYZING THE LINK BETWEEN SALES TECHNOLOGY USE AND SALES PERFORMANCE

Öz

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.

Anahtar Kelimeler

Technology Use, Sales Performance, Internal Administrative Performance, Customer Relationship Building Performance

Kaynakça

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