| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === The market is changing at every moment, A firm has to develop the competitiveness unceasingly to achieving their sustainability. In order to understand the changeable market, the salesmen must search market information to submit their superior for studying the corresponding strategy activities, obviously the role of salesman is very important, hence the managements of salesmen and sales productivity had been focused. In fact, these factors will influence a firm’s operations, therefore, the researches of sales force management had been regarded as an major issue. Before begining this kind of researches, we need to know that the job function of salesman is very flexible, it’s not easy to control their behavior or to monitor their marketing activities by a standard operation procedures(SOP), what kind of sales performance management tools can be utilized to control the sales force? Sales Force Automation (SFA) technology had been adopted to manage the sales performance by many firms. However, these firms take risks which are the large and lengthy investments and with a high failure rate, due to salesmen are not willing to accept SFA.
This research is based on my experience when I worked in a company of Electronic Manufacturing Services (EMS),and according to our process of implementing SFA technology as my research topic, and this research will understand how managers train and encourage the sales force to adopt a new technology, and extend theory of technology acceptance model (TAM) to explore the influences of three external variables (including organizational support, social influence and personal characteristics) and three internal perceived belief variables (including perceived usefulness, perceived ease of use and perceived collaboration) while salesmen use SFA system, and also extracts the key words related TAM contentions by in-depth interview with sales team members, and gathers the materials of the organization culture from internal magazines, E-bulletin board, notices on the factory buildings and written records of founder member of our company, and then find a connection between the organization culture and the TAM variables, finally, this research will generalize a conclusion related with a firm developing their organization culture to reduce their failure rate of implementing SFA.
|
|---|
