Customer response to sales force automation in the insurance industry | |
| Author | Ravipa Larpsiri |
| Call Number | AIT Diss. no.SM-04-04 |
| Subject(s) | Sales personnel Consumer satisfaction Insurance, Life |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy.School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Dissertation ; no. SM-04-04 |
| Abstract | The development of effective sales force automation (SFA) is increasingly recognized as an important component of marketing strategies, particularly in the case of service industries. Its role is used to support customer relationships, and SFA provides a good example of technology application on the supplier - customer interface. While research has begun to examine SFA, there is not yet much work on perceptions of customers toward technology-based sales applications and how they influence things in the context of high-level services. Such understanding is especially critical in Asian developing country context, where the role of interpersonal interactions is very strong in sales. Thus, this study examines how customers respond to SFA systems implementation. The context is life insurance sales to consumers in Bangkok Thailand. Exploratory qualitative research with both salespeople and their customers in the insurance industry in Thailand investigated perceptions of customers and salespeople about SFA systems. Results suggest that customers, even those with extensive IT background, are not willing to interact with technology-based self service only. They like the technology to be integrated into interaction with the salespeople. The empirical results also supported the pilot work, confirming that customers want technology to be integrated into interpersonal relationships. Much of the relationship with the company comes from trust in the salesperson, which is built up through the development of the relationship. This is probably more important in the relationship-based cultures of Asia, which are strongly familiar with interpersonal service. The empirical results confirm that intensity of SFA technology usage and degree of integration have significant positive impact on salespeople's satisfaction. Clearly, salespeople like to use SFA technology applications when interacting with their customers personally. They believe that they are able to be more professional and offer better service. With customers, the degree of technology integration which salespeople use when interacting with them personally is a very important determinant of their satisfaction with their salesperson. The salesperson satisfaction and degree of adaptive selling also impact customer satisfaction. Thus, the careful attention to how customers view technology in their service interactions with the service organization will help companies structure service delivery. Degree of technology integration is a key driver of customer satisfaction. Results suggest that managers will have to identify the best balance in integrating both technology and the human elements of services in order to enhance the value in customer relationships. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology.|tDissertation ;|vno. SM-04-04 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W.; |
| Examination Committee(s) | Singha Chiamsiri;Dimmit, Nicholas J.;Teerapat Sanguankotchakom ; |
| Scholarship Donor(s) | Sripatum University ; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2004 |