African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

Determinants of sales force technology adoption among insurance sales agents in Kenya

Lagat C. K.
  • Lagat C. K.
  • Moi University, Kenya.
  • Google Scholar
Ndegwa, H. W.
  • Ndegwa, H. W.
  • Moi University, Kenya.
  • Google Scholar
Bonuke, R.
  • Bonuke, R.
  • Moi University, Kenya.
  • Google Scholar

  •  Received: 31 October 2014
  •  Accepted: 15 January 2015
  •  Published: 31 January 2015


Salespersons are adopting and using a variety of technologies to increase their selling productivity and efficiency at different rates. This study identifies various factors that can influence the adoption of sales force automation and analyzes their effect on technology adoption. An explanatory research design was used and data collected by means of self-administered questionnaires to the target population. Reliability and correlation analysis were conducted to establish relationships between the research variables. Logit regression showed that social factors, system characteristics, organizational factors and salesperson characteristics significantly affect technology adoption. The major reason for such failure rates seems to be that the experienced salespersons frequently reject the new sales technologies. The study recommends that insurance companies should create an enabling environment for sales agents to adopt technology and improve their performance and gives further research directions.


Key words: Sales force, self-efficacy, technology, adoption.