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Determinants of Customer Satisfaction : A Model of Technology Integration in Thailand ’ s Insurance Industry

Adoption of technology can aid salespeople by giving them quicker access to better information, particularly when interacting with customers. Although academic research has begun to examine sales force automation (SFA), the understanding from the customer viewpoint is still vague. This paper proposes a conceptual framework to examine the influence of SFA technology integration on both salespeople and external customer satisfaction. Technology integration is probably quite important in the relationship-based cultures of Asia, where customers are strongly familiar with interpersonal service. The specific context of the discussion here is Thailand’s life insurance industry.