Sales force automation (SFA) are systems that are implemented when an organization adopts technology to automate sales-related activities, with the objective of improving sales organization effectiveness. Such tools increase the productivity of sales personnel yet are often poorly adopted. This purpose of this study was to gain insight into the relationship between the PCI characteristic of relative advantage and use intensity of SFA tools by sales personnel. The Perceived Characteristics of Innovation (PCI) instrument used was based of the work of Rogers's diffusion of innovation theory (Moore & Benbesat, 1991, Compeau, Meister, & Higgins, 2007). An understanding of the perceptions of these tools held by sales personnel adds value to improved implementations with higher use intensity. Research identified a positive relationship between the PCI characteristic of relative advantage and the use intensity reported by participants. Given there is a positive relationship between the PCI characteristic of relative advantage and the use intensity of SFA, practitioners wishing to increase use intensity can focus on how users perceive the relative advantage and spend their efforts in improving the PCI characteristic of relative advantage held by the sales personnel involved.
|Commitee:||Bostain, Nancy S., Terry, Linda J.|
|Department:||School of Business and Technology|
|School Location:||United States -- Minnesota|
|Source:||DAI-B 76/08(E), Dissertation Abstracts International|
|Subjects:||Information Technology, Organizational behavior|
|Keywords:||PCI, Perceived characteristics of innovation, Salesforce automation tools|
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