SALES FORCE AUTOMATION (SFA) ADOPTION AND SALES FORCE PERFORMANCE THE CASE OF HEINEKEN BREWERIES S.C

Abstract

In technology intensive world, understanding how technology investments create business value is a research priority; one of these technologies is technology for sales force automation (SFA). The role of SFA systems in building and maintaining higher sales performance, effective customer relationships and the fact that most SFA implementations are a major boost to investment for the sales organization is well documented. In spite of their critical roles, research on sales force automation applications is very limited. The purpose of this research is to investigate the SFA adoption and sales force Performance the case of HBSC; the study also considered factors such as Perceived usefulness, Facilitating condition, Computer self-efficiency, System control and Perceived easy are examined. The researcher used Simple Descriptive Statistics and Multiple regression models using OLS for the estimation purpose. To do this, the study takes on a quantitative approach and used primary data of 172 sales force: Regional Sales Manager (RSM), Area Sales Manager (ASMs), and Sales Representatives (SRs) who are using SEM Sales force automation. On the bases of regression statistics the study found out that there is positive influence of independent variables on the dependent variables; Perceived usefulness (PU)=0.24 facilitating conditions(FC)=0.053 ,Perceived ease of use(PE)=0.124, computer efficiency(CE)=0.29 and System control on sales force performance has(SC)=0.11 impacts there R2=0.62% this implies the variation of SFA adoption is explained by the independent variables. SFA technology Adoption leads about better sales force performance and is recommended that HBSC continue to invest on SFA hand in hand with availing trainings on SFA usage and user support programs. In addition to that the company widely updating the SFA technology from PE (Prefect Execution) to SEM (Sales execution Mobile) SFA to ensure for better measurements of the sales force performance and achieving organization objectives.