Determinants of sales force technology adoption among insurance sales agents in Kenya

Abstract

Salespersons are adopting and using a variety of technologies t o increase their selling productivity and efficiency at different rates. Thi s study identifies various fa ctors that can influence the adoption of sales force automation and analyzes their effect on technology adopti on. An explanatory research design was used and data collected by means of self-administered quest ionnaires to the target population. Reliability and correlation analys is were conducted to establis h 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 fre quently reject the new sales technologies. The study recommends that insurance companies sho uld create an enabling environment for sales agents to adopt technology and improve their performa nce and gives further research directions.