Impact of Salesforce Automation and social selling technologies on salesforce performance: A meta-analytic review
(A2023-114350)

AUTHORS

Stephen Oduro, University of International Studies of Rome, Italy; Giada Mainolfi, University of International Studies of Rome (UNINT); Alessandro Romoli, University of International Studies of Rome (UNINT); Silvio Cardinali, UNIVPM; Alessandro De Nisco, University of International Studies of Rome - UNINT

ABSTRACT

Drawing on the Task-Technology Fit (TTF) and contingency theories, the study examines: (1) the extent to which Salesforce Automation (SFA)/CRM and social selling technologies influence salesforce performance and (2) contextual and method factors that moderate the focal relationship. Using a random-effects model and Comprehensive Meta-Analysis version 4, we analyzed 52 independent studies with 11784 observations. Our results reveal that SFA/CRM and social selling technologies have a positive, moderate effect on salesforce performance, but the impact of SFA/CRM is larger than social selling technology. Again, findings show that the impact of these technologies is stronger on salesforces’ performance with customers when compared to job performance and sales quota. Finally, our moderator analysis reveals that contextual factors (i.e., sector, sales setting, and sales context) moderate the focal relationship. Both the theoretical and managerial implications of these findings are elucidated.