An Empirical Study on the Factors of SFA (Sales Force Automation) System Acceptance and Usage : Focusing on Salespeople of Insurance Companies

SFA 시스템의 도입과 활용에 영향을 미치는 요인에 관한 연구： 보험회사의 영업사원들을 중심으로

Insurance companies are in a fierce race to catch a new customer. In this situation. sales force automation technologies are often used to support customer relationship management strategies. This study sets out a research model predicting SFA(Sales Force Automation) usage through theoretical studies. Survey data were collected from 145 salespeople across 2 firms that had implemented sales force automation tools and hypotheses were tested empirically. Data were analyzed by path-analysis method of AMOS. The major findings of this study are as follows: Computer self-efficacy, user involvement and voluntariness have a statistically significant influence on the positive perceptions of SFA. These perceptions have a statistically significant influence on user satisfaction and usage of SFA. while user satisfaction has a statistically significant influence on SFA usage. This paper concludes with the discussion of these results and their implications for academic researchers and insurance company managers.