Social Influence and Contextual Utilization of Customer Relationship Management Technology in an International Field Sales Organization

Autor: David S. Baker
Rok vydání: 2014
Předmět:
Zdroj: Journal of Relationship Marketing. 13:263-285
ISSN: 1533-2675
1533-2667
Popis: Building from related interdisciplinary theories, this research identifies social influence–related variables that are linked to customer relationship management (CRM) technology utilization within an international business-to-business field sales force. Field sales employees (n = 147) in a multinational organization from Australia, Canada, New Zealand, the United Kingdom, and the United States were surveyed to test the research model. Four of 7 primary hypotheses were supported, predicting more than 65% of the variance in the research model. Effort expectancy, uncertainty avoidance, collective performance expectancy, and internal/organizational social influence all showed antecedent significance to contextual utilization of CRM technology. The results of this study suggest that group-oriented individual decision making and the related concept of institutional collectivism are equally as important as individual-oriented decision making in the international utilization of organizational technology. Based o...
Databáze: OpenAIRE
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