Marketing Force Automation and Usage in Electronics Industry: An Analysis on Walton BD

Sajia Islam and Mohammad Nazmul Huq
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Sajia Islam: Master of Business Administration (MBA), Human Resource Management Stamford University Bangladesh
Mohammad Nazmul Huq: Assistant Professor and Coordinator Department of Business Administration Stamford University Bangladesh

International Journal of Research and Innovation in Social Science, 2021, vol. 5, issue 11, 142-155

Abstract: Understanding how technology investments create business value is a research priority in today’s technology-intensive world. Building on this distinction, this quantitative analysis reveals that marketing technology impacts market person performance directly when used as a customer relationship tool. In contrast, it has a perfectly mediated impact when used for internal coordination purposes. To unleash its real potential, marketing technology should be designed to enable customer relationships rather than being perceived as a cost cutting tool. In addition, the motivational structure for using sales technology differs between two MFA-use dimensions. While the customer relationship dimension is driven by factors that trigger voluntary usage, the internal coordination dimension is predominantly explained by factors imposed from outside. Management should not impose technology usage. Rather, they should support self-initiating factors that stimulate technology usage for improving customer relationships. Combining upstream research focusing on the drivers of MFA-usage with downstream research shedding light on its performance impact, the study offers important implications for maximizing the pay-back from MFA-technology investments.

Date: 2021
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