DOI QR코드

DOI QR Code

Empirical Analysis of SFA (Sales Force Automation) System Utilization Level and Performance in Pharmaceutical Companies in Korea

국내 제약기업에서의 SFA(sales Force Automation) 시스템 활용수준과 기업성과의 실증분석

  • Jang, Kyoung won (Department of Pharmaceutical Quality, Daewon University College) ;
  • Ko, Gunhyuk (School of Pharmacy, Sungkyunkwan University) ;
  • Ha, Dongmun (School of Pharmacy, Sungkyunkwan University)
  • 장경원 (대원대학교 제약품질관리과) ;
  • 고건혁 (성균관대학교 약학대학) ;
  • 하동문 (성균관대학교 약학대학)
  • Received : 2018.08.14
  • Accepted : 2018.11.02
  • Published : 2018.11.30

Abstract

Many pharmaceutical companies operate the SFA system to support salespeople. The SFA system is used for various behaviors of salespeople. However, there is a lack of empirical analysis on the performance of SFA in Korea. The purpose of this study is to investigate the utilization of SFA system and the non - financial performance of SFA system. The subjects of the survey were 347 pharmaceutical community members who consisted of pharmaceutical salespeople and surveyed online for 18 days from March 13, 2018 to April 30, 2018. and the effective response rate was 23.1% (80/347). The analysis shows that the higher the level of SFA system utilization, the higher the non - financial performance. By type of company, the utilization level of multinational companies was higher than that of domestic companies. Among the SFA utilization level items, 1.47 points (3.65, 2.18) were higher than the domestic companies in terms of the support service items. Among the SFA performance items, foreign companies were 1.47 points (3.16, 1.69) Respectively. This suggests that the SFA development and operation method of the domestic company focuses on the management service rather than the support service for the salesperson and the customer satisfaction. Through this study, it is considered that domestic companies should strengthen sales person support and customer satisfaction information providing function when operating SFA system.

많은 제약기업에서 영업사원들을 위하여 SFA 시스템을 운영하고 있다. SFA 시스템은 영업사원들의 다양한 행동에 활용되고 있는데 국내에서는 SFA 활용성과에 대한 실증분석 연구가 부족한 실정이다. 본 연구에서는 제약회사 영업사원을 대상으로 SFA 시스템의 활용도와 그에 따른 비재무적 성과를 설문을 통해 조사하였다. 조사대상은 제약 영업사원으로 구성된 제약 커뮤니티 회원 347명을 대상으로 2018년 3월 13일부터 4월 30일까지 18일 동안 온라인으로 조사하였다. 유효 응답률은 23.1%(80/347)이었다. 분석 결과 SFA 시스템 활용 수준이 높을수록 비재무적 성과가 높은 것으로 나타났다. 회사 구분별로는 국내 기업보다는 외국계 기업이 활용 수준이 높았다. SFA 활용 수준 항목 중 지원 서비스 항목에 대해 외국기업이 국내 기업보다 1.47점(3.65, 2.18) 높게 나타났고, SFA 성과 항목 중에서는 고객만족도 항목에 대해 외국기업이 국내 기업보다 1.47점(3.16, 1.69) 높게 나타났다. 이는 국내사의 SFA 개발 및 운영방식이 영업사원에 대한 지원 서비스 및 고객만족 중심이 아닌 관리 통제에 중심을 두는 것을 시사한다. 이번 연구를 통하여 국내 기업의 경우 SFA 시스템 운영 시 영업사원 지원 및 고객만족 정보제공 기능이 강화되어야 할 것으로 사료되었다.

Keywords

SHGSCZ_2018_v19n11_182_f0001.png 이미지

Fig. 1. Study model

SHGSCZ_2018_v19n11_182_f0002.png 이미지

Fig 2. Scatter flot of SFA system utilization and non-financial performance

Table 1. Summary of measure value

SHGSCZ_2018_v19n11_182_t0001.png 이미지

Table 2. Respondent characteristics

SHGSCZ_2018_v19n11_182_t0002.png 이미지

Table 3. SFA utilization and Non-financial performance difference by company group

SHGSCZ_2018_v19n11_182_t0003.png 이미지

Table 4. Analysis of SFA utilization and non-financial performance according to general characteristics

SHGSCZ_2018_v19n11_182_t0004.png 이미지

Table 5. Regression analysis of SFA utilization factors for non-financial performance

SHGSCZ_2018_v19n11_182_t0005.png 이미지

References

  1. J. Bang, Y. Cho, M. S. Kim, "CRM Efforts, Different Paths to Loyalty: Members and Non-members in the Hotel Industry", Journal of the Korea Academia-Industrial cooperation Society, Vol.15, No.2 pp.785-792, 2014. DOI: https://dx.doi.org/10.5762/KAIS.2014.15.2.785
  2. V. Kumar, W. J. Reinartz, Customer Relationship Management. p.5, Wiley, 2006. ISBN: 0471271330, 9780471271338
  3. E. Ascarza, P. Ebbes, O. Netzer, M. Danielson, "Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns", Journal of Marketing Research, Vol.54, No.3, pp.347-363, June 2017. DOI: https://dx.doi.org/10.1509/jmr.15.0442
  4. T. I. Kim, The Effect of Introduced SFA(Sales Force Automation) System on Salesperon's Achievements, Department of Business Administration Graduate School, Kookmin University, pp.2-3, 2014.
  5. G. Gitau, R. Oboko, K. Litondo, C. Gakuu, "The link between sales force automation system and sales performance in the consumer goods industry in Nairobi, Kenya", International Academic Journal of Information Systems and Technology, Vol.2, No.1, pp.36-48, 2017. URL: http://www.iajournals.org/articles/iajist_v2_i1_36_48.pdf
  6. J. Sinisalo, H. Karjaluoto, S. Saraniemi, "Barriers to the use of mobile sales force automation systems: a salesperson's perspective", Journal of Systems and Information Technology, Vol.17, No.2, pp.121-140, 2015. DOI: https://dx.doi.org/10.1108/JSIT-09-2014-0068
  7. W. S. Lee, The Effect of Customer Relationship Management Operation Characteristics and Knowledge Sharing on the Performance of Korean Pharmaceutical Companies, Graduate School of Management Information, Korea University, pp.2-3, 2012. URL: http://www.riss.kr/link?id=T12708140
  8. Y. K. Hahm, C. S. Sho, "An Emprical Study on the Factors of SFA(Sales Force Automation) System Acceptance and Usage: Focusing on Salespeople of Insurance Companies", Journal of Information Technology Applications & Management, Vol.11, No.3, pp.89-116, 2004.
  9. B. J. Mariadoss, C. Milewicz, S. Lee, A. Sahaym, "Salesperson competitive intelligence and performance: The role of product knowledge and sales force automation usage", Industrial Marketing Management, Vol.43, No.1, pp.136-145, 2014. DOI: https://dx.doi.org/10.1016/j.indmarman.2013.08.005
  10. A. K. Upadhyay, K. Khandelwal, T. Nandan, P. Mishra, "Sales technology usage: Modeling the role of support service, peer usage, perceived usefulness and attitude", Asia Pacific Journal of Marketing and Logistics, Vol.30 No.1, pp.257-271, 2018. DOI: https://dx.doi.org/10.1108/APJML-01-2017-0001
  11. Y, B. Doo "A study about the impact of salesmen's CRM application types on sales performance", Graduate School of Industrial & Entrepreneneurial Management, Chung-Ang University, pp.18, 2010. URL: http://www.riss.kr/link?id=T12157369
  12. H. I. Shin, "The study about the application and the effects of SFA system for minor enterprises", Graduate School of Business Administration Dongguk University, pp.10, 2010. URL: http://www.riss.kr/link?id=T11918815
  13. T. I. Kim, "SFA(sales force automation) introduced the impact on business performance services, Korea Entertainment Industry Association", The Korea Entertainment Industry Association 2013 Spring Conference Papers, pp.39-43, May, 2013. URL: http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02227068
  14. B. G Kim, S. Choi, "Concept and Prospect of eCRM System", Korea information processing society review, Vol.8, No.6, pp.7-17, 2001. URL: http://dl.nanet.go.kr/SearchDetailView.do?cn=KINX2002013423_1
  15. T. I. Kim, The Effect of Introduced SFA(Sales Force Automation) System on Salesperon's Achievements, Department of Business Administration Graduate School, Kookmin University, 2014. URL: http://www.riss.kr/link?id=T13683035
  16. R. S. Kaplan, D. P. Norton, "The Balanced Scorecard: Measures That Drive Performance", Harvard Business Review, July-August Issue, 2005.
  17. H. J Kim, J. W Parm, "An Empirical Study on the Effect of CRM System on the Performance of Pharmaceutical Companies", Journal of Intelligent Information System, Vol.16, No.4, pp.43-65, December, 2010.
  18. A. J. Morgan, S. A. Inks, "Technology and the Sales Force: Increasing Acceptance of Sales Force Automation", Industrial Marketing Management, Vol.30, No.5, pp.463-472, July 2001. DOI: https://dx.doi.org/10.1016/S0019-8501(99)00115-7
  19. F. D. Davis, R. P. Bagozzi, P. R. Warshaw, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, Vol.35, No.8, pp.982-1003, August 1989. DOI: https://dx.doi.org/10.1287/mnsc.35.8.982
  20. L. Robinson Jr., G. W. Marshall, M. B. Stamps, "Sales force use of technology: antecedents to technology acceptance", Journal of Business Research, Vol.58, No.12, pp.1623-1631, December 2005. DOI: https://dx.doi.org/10.1016/j.jbusres.2004.07.010
  21. R. L. Engle, M. L. Barnes, "Sales force automation usage, effectiveness, and cost-benefit in Germany, England and the United States", Journal of Business & Industrial Marketing, Vol.15, No.4, pp.216-241, 2000. DOI: https://dx.doi.org/10.1108/08858620010335083
  22. C. Speier, V. Venkatesh, "The Hidden Minefields in the Adoption of Sales Force Automation Technologies", Journal of Marketing, Vol.66, No.3, pp.98-111, July 2002. DOI: https://dx.doi.org/10.1509/jmkg.66.3.98.18510