Mobile Salesforce Automation: A Study of the Acceptance and Use by Grocery Retailers

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

Abstract

This study aims to understand grocery retailers’ acceptance and use of mobile salesforce automation (SFA). SFA deployment in a sales organization is time-consuming, costly, and does not necessarily improve salespeople’s performance. Recent disruptions caused by the pandemic and the fast escalation of sales costs have prompted organizations to extend SFA deployment to grocery retailers through mobile SFA. There are limited SFA studies on understanding SFA acceptance and use in grocery retailers, as the focus was on the salespeople. A model is developed by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Innovation Resistant Theory (IRT) with modifications to study mobile SFA technology acceptance and use by grocery retailers. The model also captures the flow experience of grocery retailers when using the mobile SFA. A case study was used in this study by involving Coca-Cola and their mobile SFA deployment to grocery retailers in Malaysia. It is a quantitative cross-sectional survey targeting grocery retailers from urban and sub-urban/rural regions. Data collected will be analyzed using partial least square (PLS) structural equation modeling (SEM). Findings from this study allow organizations to validate and predict mobile SFA technology acceptance and use by grocery retailers and to re-think their mobile SFA technology investment and deployment strategies.

Original languageEnglish
Title of host publicationTransfer, Diffusion and Adoption of Next-Generation Digital Technologies - IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023, Proceedings
EditorsSujeet K. Sharma, Bhimaraya Metri, Yogesh K. Dwivedi, Banita Lal, Amany Elbanna
Place of PublicationSwitzerland
PublisherSpringer
Pages357-364
Number of pages8
ISBN (Electronic) 9783031502040
ISBN (Print)9783031502033
DOIs
Publication statusE-pub ahead of print - Dec 2023
EventIFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023 - Nagpur, India
Duration: 15 Dec 202316 Dec 2023

Publication series

NameIFIP Advances in Information and Communication Technology
Volume699 AICT
ISSN (Print)1868-4238
ISSN (Electronic)1868-422X

Conference

ConferenceIFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023
Country/TerritoryIndia
CityNagpur
Period15/12/2316/12/23

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