영업자동화 도구의 조직내 확산에서 판매원의 혁신저항과 직무만족

Salesperson’s Innovation Resistance and Job Satisfaction in Intraorganizational diffusion of Sales Force Automation Technologies

  As competition between companies intensify, the personal selling of product and services to the end customer is becoming more and more important. In that regard companies are implementing various sales force automation (SFA) technologies to increase the efficiency of salesmen and their activities. Customer relationship management, software, information systems are such some examples of SF A technologies. Despite the positive aspects of SF A technologies, the negative aspects include low usage, psychological resistance and the organizational conflict. The salesmen resistance to SF A technologies often stem from the forced adoption of these systems. In this study we aim to look at the key factors that influence resistance to SF A technologies and also to see how they affect job satisfaction. Some of the key variables examined in this study are innovativeness, self-efficacy, group-efficacy, support from superiors, training of user, and usage by colleague. The moderating variables examined will be importance of SFA on work and duration of use. This study then looks at the impact of these variables on job satisfaction, innovation resistance, and work performance.