Publicação
AI Integrations on B2B sales tools: How the job performance and job satisfaction of sales representatives are influenced by AI integrations in B2B sales tools
| Resumo: | The integration of Artificial Intelligence (AI) in sales tools is transforming sales operations by automating repetitive tasks, enhancing data analysis, and providing predictive insights. This research explores how AI influences the job performance and job satisfaction of frontline sales representatives in B2B contexts, focusing on the psychological and behavioural effects, particularly concerning autonomy and efficiency. AI is expected to improve sales performance by enabling sales representatives to focus on high-potential prospects and streamline workflows, but it may also decrease perceived autonomy, leading to job dissatisfaction. Through examining the mediating effects of autonomy and sales efficiency, this study aims to highlight the balance between AI-enhanced performance and its potential psychological drawbacks. Findings will offer insights into how organisations can adopt AI tools in a way that maximises both efficiency and employee satisfaction. By identifying the factors that influence the adoption of AI, this research seeks to inform managerial strategies for effectively integrating AI into sales operations, ensuring it supports organisational objectives and employee wellbeing. |
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| Autores principais: | Bola, Öncan Özgür |
| Assunto: | Artificial intelligence B2B sales job satisfaction job performance SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The integration of Artificial Intelligence (AI) in sales tools is transforming sales operations by automating repetitive tasks, enhancing data analysis, and providing predictive insights. This research explores how AI influences the job performance and job satisfaction of frontline sales representatives in B2B contexts, focusing on the psychological and behavioural effects, particularly concerning autonomy and efficiency. AI is expected to improve sales performance by enabling sales representatives to focus on high-potential prospects and streamline workflows, but it may also decrease perceived autonomy, leading to job dissatisfaction. Through examining the mediating effects of autonomy and sales efficiency, this study aims to highlight the balance between AI-enhanced performance and its potential psychological drawbacks. Findings will offer insights into how organisations can adopt AI tools in a way that maximises both efficiency and employee satisfaction. By identifying the factors that influence the adoption of AI, this research seeks to inform managerial strategies for effectively integrating AI into sales operations, ensuring it supports organisational objectives and employee wellbeing. |
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