Mobile sales force automation: A study of the acceptance and use by grocery retailers

Abstract

This study investigates the factors influencing the acceptance and use of mobile sales force automation (SFA) technology among grocery retailers in Malaysia. In developing Asian economies, where grocery retail remains a dominant channel, the rising service costs in this sector have intensified the need for efficient sales force management. Despite the increasing adoption of mobile SFA by fast-moving consumer goods (FMCG) companies, research has primarily focused on the salesperson’s perspective, neglecting the critical role of retailers.
This study aims to bridge this gap by examining the factors that drive retailer acceptance and use of mobile SFA technology. This study addresses the research gap by employing a novel model that integrates the unified theory of acceptance and use of technology 2 (UTAUT2) and the innovation resistance theory (IRT) framework. UTAUT2’s utilitarian and hedonic values and IRT’s resistance factors provide a comprehensive understanding of mobile SFA adoption. Additionally, the model incorporates the flow experience of interacting with mobile SFA features. A quantitative, cross-sectional survey using structured questionnaires was conducted, targeting grocery retailers from urban and suburban/rural regions, and a dataset of 439 was collected and analysed using partial least squares structural equation modeling (PLS-SEM).
Application of the model led to the findings that UTAUT2 constructs (performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit) are key drivers of mobile SFA adoption. Interestingly, anticipated barriers related to usability, tradition, and image did not significantly hinder acceptance. The study found that the use of mobile SFA positively impacts the flow experience of retailers. While suburban and rural retailers demonstrated a statistically significant higher acceptance rate, there is no significant statistical difference in mobile SFA technology use between urban and suburban/rural grocery retailers. The research also revealed that the educational background and age of grocery retailers played a role in influencing adoption; younger and more highly educated retailers were more receptive. The analysis of mobile SFA feature utilisation by grocery retailers reveals a positive trend toward frequent interaction with various functionalities. Notably, retailers demonstrated a preference for features related to the pre-purchase and during-purchase phases of the grocery procurement process.
Based on these findings, the study recommends several actions that FMCG organisations can take to promote mobile SFA adoption among grocery retailers.

Date of Award	2025
Original language	English
Supervisor	Blooma JOHN (Supervisor)