Antecedents and consequences of CRM technology acceptance in the sales force

Abstract Two conceptual approaches [Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319–340; DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3 (1), 60–95] are unified into a conceptual model that offers a comprehensive explanation of CRM acceptance antecedents and consequences in a sales force setting. Based upon responses from 240 salespersons that utilize a CRM system, the model is tested and explanations are offered for the system's acceptance. Specifically, the most prevailing influence on CRM acceptance comes from CRM perceived usefulness, followed by the setting of accurate expectations regarding system usage, the salesperson innovativeness towards new technological tools, the CRM perceived ease-of-use, and the supervisor encouragement and support. Surprisingly, the model does not adequately explicate salesperson performance. Sales managers are presented with a discussion and implications of the findings.

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