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

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.