Conceptual framework and research method for personality traits and sales force automation usage
English

Chen Cheng Wu, Tseng Chun Pin, Lee King Ling, Yang Han Chung
2011 Scientific Research and Essays  
This study began with an extensive literature review combined with a quantitative study and personality trait testing and involves the medical sales representatives of several multinational pharmaceutical companies which are members of the Taiwan Pharmaceutical Marketing and Management Association (TPMMA). Their sales forces range from 50 to 200 and all used automation systems in their daily sales operation. These systems were not the same for all companies, since they developed systems
more » ... ped systems independently of one another; however they were very similar in function and design. The members of the sales force had different experience in using the systems and received different levels of support and training. Similarly, each sales force management group was free to develop and use sales force automation (SFA) systems based on their own business needs and financial standing. The product lines were different for each sample company as was their competitiveness in the market place. Personality traits, planning and territory management Planning and territory management tasks require conscientiousness individuals. It has been found in previous studies that conscientiousness is positively related to the efficient use of sales force automation (SFA) for planning and territory management. Hypothesis 1a: Conscientiousness is positively related to the efficient use of SFA in planning and territory management. Hypothesis 1b: Neuroticism is not related to the efficient use of SFA for Planning and Territory Management. Personality traits, administration and external information exchange Given that customer training, customer education and customer service involves others, it stands to reason that sociable and gregarious individuals (like extroverts) are need to fill them. Extraversion is positively related to a passion for administration and external information. Agreeable individuals with good interpersonal skills would also be expected to have a positive relationship with administration and external information. Hypothesis 2a: Extraversion is positively related to the efficiency use of SFA in relation to administration and external information exchange. Hypothesis 2b: Agreeableness is positively related to the efficiency use of SFA in relation to administration and external information exchange. Personality traits and within company communication Given that the receipt or delivery of information from between the company and the customer takes a great deal of interpersonal involvement, it would expect that individuals with agreeable characteristics would be better at creating positive relations within company communication. Extrovert-like people, who are talkative and active, would be expected to be better for the receipt or delivery of information. Key assumptions 1. SFA (one of the CRM initiatives) has been adopted by industries for more than a decade. 2. Respondents (vendor reps) must have experience with the use of SFA whether they accept it or not. (Chen et al., 2011a,b) 3. Some respondents (professional sales representative) may refuse to use SFA or be afraid of using it. 4. Respondents are member companies of the Taiwan Pharmaceutical Marketing and Management Association (TPMMA).
doi:10.5897/sre11.1022 fatcat:4ynljshypjaohlyvtnemvt6rfy