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High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms

Bauer College of Business, University of Houston, Houston, Texas 77204
Bauer College of Business, University of Houston, Houston, Texas 77204
College of Business Administration, Kent State University, Kent, Ohio 44242
Department of Management, University of Connecticut, Storrs, Connecticut 06269
mahearne{at}uh.edu
eli-jones{at}uh.edu
arapp1{at}kent.edu
john.mathieu{at}business.uconn.edu

Sales technology has been touted as a primary tool for enhancing customer relationship management. However, empirical research is sparse concerning the use of information technology (IT) and its effects on the relationship between salespersons and customers. Using an interdisciplinary research approach, we extend task-technology-fit (TTF) theory by examining the mechanisms through which use of IT by the sales force influences salesperson performance. We test a model that incorporates salespersons' customer service, attention to personal details, adaptability, and knowledge—key marketing constructs that could mediate IT's impact on salesperson performance. Results in a pharmaceutical sales setting indicate that IT use can improve customer service and salespersons' adaptability, leading to improved sales performance.

Key Words: customer relationship management; relationship marketing; sales technology
History: Received: December 2, 2004;