The Role of Technology at the Interface Between Salespeople and Consumers

Research examining technology and the sales force has a long, developed history that spans several decades. From initial research reviewing sales force laptop usage to more recent studies investigating the effects of advanced customer relationship management applications, much insight has been garnered regarding technology and sales. However, much of this investigation has occurred in business-to-business environments, leaving what we believe to be a considerable gap in knowledge on technology in business-to-consumer settings. In this paper, we briefly review some areas of research that we believe have seen abundant investigation and offer other fruitful avenues for research. We conclude that in businessto-consumer sales interactions, technology takes on a varying role and often enables a salesperson to complete a sale successfully, but seldom replaces the human interaction necessary to further develop the relationship.

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