Technology use on the front line: how information technology enhances individual performance

Suresh Sundaram, Andrew Schwarz, Eli Jones, Wynne W. Chin

Journal of the Academy of Marketing Science · 2007 · Volume 35 · Issue 1

Abstract

This study explores and tests a new model that links different types of technology usage to individual-level outcomes. The primary objective of this study is to examine the effects of efficient use (routinization) and effective use (infusion) along with the traditional measure of usage—namely, frequency of use—on two dimensions of individual-level outcomes: information technology-enabled administrative performance and information technology-enabled salesperson performance. To maintain consistency with the existing literature, the authors examine the effects of predeployment attitude toward or acceptance of technology and pre-deployment intended use of technology. The authors discuss managerial implications and provide directions for future research.

Keywords

Technology, CRM, Customer relationship management, Sales force automation, SFA, Salesperson performance, Individual performance, Sales, Salespeople sales management, PLS, Partial least squares, SEM, Structural equations modeling

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