ADOPTION OF SALES FORCE AUTOMATION SYSTEM AND SALES PERFORMANCE: THE CASE OF CONSUMER GOODS FIRMS IN NAIROBI, KENYA
Gitau G. - University of Nairobi, School of Continuing Distance Education and Extramural Studies, Kenya
Oboko R. - University of Nairobi, School of Computing and Informatics, Kenya
Litondo K. - University of Nairobi, School of Business, Kenya
Gakuu C. - University of Nairobi, School of Continuing Distance Education and Extramural Studies, Kenya
ABSTRACT
The purpose of this study was to examine influence of adoption of sales force automation system on sales performance in Kenya taking a case of consumer goods firms in Nairobi. The research design of this study was a descriptive survey research. This study targeted consumer goods firms in Nairobi, Kenya and the respondents were project managers/IT managers and Sales force of these firms, making a sample size of 250 respondents. Stratified random sampling was employed to select managers and Sales force from each of these firms and obtain a sample of 50 of the 149 firms in Nairobi representing a 30% sample size. The study relied on primary data which was collected through administering structured questionnaire comprising of closed and open-ended questions developed in line with the objectives of the study. Quantitative data collected using questionnaires was analyzed by the use of descriptive statistics, ANOVA, regression, Correlation analysis and multiple regression analysis. Content analysis was used to analyze data collected from the open ended questions. The overall conclusion from the questionnaires analysis is that the usage of SFA technology in the consumer goods firms in Kenya, along with their customers, has achieved its expected outcomes as inferred by IT Managers/Project Managers, Sales Managers and salespersons who participated in this study and who overwhelmingly appreciated this technology and its key benefits. On the basis of regression statistics, the study found out that there is positive influence of all the independent variables on the dependent variable, though at different significant levels. Perceived usefulness and sales performance of consumer goods firms in Kenya with β=0.442, p =0.000; perceived ease of use β=0.629, P = 0.000; facilitating conditions β=0.409, p=0.000; Computer self-efficacies β= 0.216, p=0.000. The test showed a significant association between system characteristics and sales performance of χ2=13.463, df=249 and p=0.009. There was significant relationship between SFA system control and sales performance of χ2=0.745, df= 249 and p=0.000. Based on the findings, this study recommended that for companies where ongoing customer relationships are essential, management should consider adoption of sales force automation as a key driver of their business. From the analysis, this study also found out that Kenyan firms have a positive peculiar strength in embracing technologies, contrary to what external literature depicts as a global challenge. In conclusion, essential objectives of SFA such as increased speed and efficiency in performing existing sales tasks are competitive necessity in today’s markets, and therefore should stay as core requirements of an SFA-implementation project.
