کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027434 1483452 2015 18 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Commitment to technological change, sales force intelligence norms, and salesperson key outcomes
ترجمه فارسی عنوان
تعهد به تغییرات تکنولوژیکی، هنجارهای اطلاعاتی فروش و نتایج کلیدی فروشندگان
کلمات کلیدی
تزریق تکنولوژی، تعهد، تغییر دادن، استانداردها، عملکرد فروشندگان
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• Affective commitment does not exert a significant positive influence on infusion, whereas normative commitment does;
• Continuance commitment depicts a U-shaped effect on infusion;
• Sales technology infusion influences both customer oriented selling and sales performance;
• Knowledge sharing norms positively moderate the relationship between infusion and customer-oriented selling;
• Analytical sales processes negatively moderate the relationship between infusion and customer-oriented selling;

Despite increasing interest in sales technology investments, companies continue to struggle with getting their salespeople to use these expensive technologies. In this context, two under-researched issues warrant attention. First, although sales technology represents a continuous source of change, little is known about why salespeople commit to technology-induced changes. Second, knowledge on whether sales force intelligence norms play a role into translating use of sales technology to performance gains is remarkably sparse. To address these gaps, this study develops a conceptual framework that explores the linear and non-linear effects of commitment to technological change (i.e., affective, normative, and continuance) on sales technology infusion, and, in turn, on two key outcomes (i.e., customer-oriented selling and sales performance). Our framework also advances knowledge on how sales force intelligence norms (i.e., analytical sales processes and knowledge sharing with customers) moderate the relationships between sales technology infusion and key outcomes. Analysis is done using multilevel structural equation modeling on a sample of 303 salespeople nested within 22 firms. Findings support the view that the three components of commitment are distinct, with some counter-intuitive results. Specifically, affective commitment does not exert a significant positive influence as expected; yet, normative commitment does. In contrast, while lower levels of continuance commitment reduce infusion, higher levels have positive effects, thus depicting a U-shaped effect. Finally, sales technology infusion influences both key outcomes — and findings support the importance of fostering sales force intelligence norms. Implications of the study are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 50, October 2015, Pages 162–179
نویسندگان
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