The study empirically extracts the dimensions of perceived sales performance benefits of sales force automation (SFA) tools as perceived by sales professionals in India and empirically tests the antecedent relationship of salespersons’ perceptions with their overall satisfaction with SFA tools. Benefits of SFA tools as perceived by sales professionals were found to be a three-dimensional construct consisting of the factors (dimensions) of ‘selling effectiveness’, ‘cost of selling’ and ‘customer relationships’. All the three factors were found to be significant antecedents of overall satisfaction of sales professionals with SFA tools. The study was conducted with sales professionals of two large companies in India engaged in B2B selling. The study measures empirically determine the effect of sales professionals’ perceptions of benefits of SFA tools with their overall satisfaction and provide partial empirical support for the theoretical framework of cognitive evaluations leading to emotional appraisal, which is an attitudinal construct in the context of SFA tools adoption.
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