THE EFFECT OF SALES FORCE AUTOMATION ON SALES PERFORMANCE: THE CASE OF UNITED BEVERAGE SHARE COMPANY

Abstract

The purpose of this research is to investigate the effect of technology usage of SFA on the sales performance of sales people; the study also considered other factors such as Perceived ease of use SFA system, experience and education as determinants of the sales performance of the company sales representatives at united beverage Share Company. The objectives of this study was to establish how SFA usage of sales people, as Perceived ease of use SFA system, Experience of sales people and Educations of sales representative establish the moderating influence on sales performance. The research design of the study was Simple Descriptive Statistics and Multiple regression model using OLS for the estimation purpose. To do this, the study takes on a quantitative approach and used secondary data from a sample of 80 salespersons in United Beverage Share Company. The key performance taken into consideration was to measure the performance of the sales representative’s usage of SFA. Based on the findings, the result showed that those CSRs using SFA scored better sales volume. Factors such as Perceived ease of use SFA system, education, and Experience of sales people showed a positive relationship with sales people performance. This study recommended SFA usage brings better sales performance and the management of united beverage investment in SFA technology accompanied with training and user support system to have the sales people effectively utilize them.