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Abstract

A modified Delone and McLean model was used as a research framework to analyse the linkage between utilisation of information and communication technologies (ICTs) by sales representatives and the impact of this on their customer-based (external) and organisational (internal) relationships. The outcome indicated that the thrust of ICTs implementation was largely data-centric instead of customer-centric. A majority of respondents felt that ICTs as a relationship building tool were applied passively within a sales-oriented, rather than customer-oriented, environment.

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Impact of Information and Communication Technologies on Sales Representative Internal and External Relationships—A Study of the UK Pharmaceutical Sector

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