Hospitality Industry Sales Force Automation: Organizational and Individual Levels of Adoption and the Implications on Performance, Productivity and Profitability [Summary]

The growth of sales force automation (SFA) in the hospitality industry in recent years has led to virtually every hotel salesperson having a computer at his or her desk in order to perform his or her sales responsibilities. However, as Orenstein and Leung (1997) point out, simply providing a computer and software is not going to miraculously increase sales volume or productivity. This article presents evidence that significant differences exist in the level of both organizational and individual adoption of SFA in the hotel sales profession.