The dark side of sales technologies: how technostress affects sales professionals

Purpose This article evaluates the effect of technostress due to implementation of sales technologies on sales professionals in terms of changes in job satisfaction and role stress and potential mitigation strategies including technostress inhibitors and job commitment. Design/methodology/approach The study utilizes a survey data collection from sales professionals in B2B consultative roles selling to business customers from construction, industrial supply and business service firms, including items that explore before and after factors around a customer relationship management implementation. Findings Technostress results in a decrease in job satisfaction and an increase in role stress of sales professionals. Job commitment moderates the decrease in job satisfaction, i.e. the higher the job commitment the less significant the decrease in job satisfaction. Practical implications Sales forces need to implement technostress inhibitors to help mitigate the effects of technostress in exacerbating other sales professional stressors. These inhibitors should be contextualized to the unique situation of the sales organization. Originality/value The study examines the dark side of sales technologies. Our research expands current understanding by considering new relations among technostress-creating conditions and two work-related outcomes that are salient to sales professionals, namely role stress and job satisfaction. Further, we investigate the change in these outcomes before and after the implementation of sales technologies rather than only considering them at one point of time, after the fact.