Do Technology-Based Sales Support Materials Make a Difference in Personal Selling? The Impact of Technology Usage by Gender in the Personal Selling Process

Autor/inn/en	Lee, Youngsu; Heinze, Timothy
Titel	Do Technology-Based Sales Support Materials Make a Difference in Personal Selling? The Impact of Technology Usage by Gender in the Personal Selling Process
Quelle	In: Journal of Marketing Education, 42 (2020) 3, S.272-283 (12 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Lee, Youngsu)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/0273475320925124
Schlagwörter	Salesmanship; Merchandising; Gender Differences; Influence of Technology; College Students; Competition; Role Playing + Suchen Sie Ihr Suchwort? Direktvermarktung; Geschlechterkonflikt; Collegestudent; Wettkampf; Rollenspiel
Abstract	Technology usage is widespread across most fields of business. In sales, "back-end" technologies, such as customer relationship management or salesforce automation, offer a foundation for effective and efficient "front-line" interactions in the personal selling process (PSP). In many instances, "front-line" technology applications have replaced traditional, hard-copy sales support materials. However, do these technology-based sales support materials (TSSM) offer meaningful utility in the PSP? Using a randomized field experiment, the current study answers the question through examining the use of TSSM within the PSP and across genders. Results indicate that the use of TSSM offers utility during the presentation and objection-handling stages of the PSP. There are no gender effects associated with technology use. The study offers educators pedagogical recommendations regarding the use of TSSM within the PSP. The study also validates the PSP scale. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01