African Journal of Agricultural Marketing

African Journal of Agricultural Marketing ISSN: 2375-1061 Vol. 3 (6), pp. 224-228, June, 2015. © International Scholars Journals

Full Length Research Paper

Various factors that can influence the adoption of sales force automation and analyze their effect on technology adoption

Martha Iman Waiguru

Department of Marketing, Faculty of Management Sciences, University of Nairobi, Nairobi, Kenya.


Accepted 28 May, 2015


Salespersons are adopting and using a variety of technologies to increase their selling productivity and efficiency at different rates. This study identifies various factors that can influence the adoption of sales force automation and analyzes their effect on technology adoption. An explanatory research design was used and data collected by means of self-administered questionnaires to the target population. Reliability and correlation analysis were conducted to establish relationships between the research variables. Logit regression showed that social factors, system characteristics, organizational factors and salesperson characteristics significantly affect technology adoption. The major reason for such failure rates seems to be that the experienced salespersons frequently reject the new sales technologies. The study recommends that insurance companies should create an enabling environment for sales agents to adopt technology and improve their performance and gives further research directions.

Key words: Sales force, self-efficacy, technology, adoption.