Abstract

Martha Iman Waiguru

Salespersons are adopting and using a variety of technologies to increase their selling productivity and
efficiency at different rates. This study identifies various factors that can influence the adoption of sales
force automation and analyzes their effect on technology adoption. An explanatory research design was
used and data collected by means of self-administered questionnaires to the target population. Reliability
and correlation analysis were conducted to establish 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 frequently reject the new sales technologies. The study recommends
that insurance companies should create an enabling environment for sales agents to adopt technology and
improve their performance and gives further research directions.