EFFECT OF SALESPERSON’S SERVICE BEHAVIOUR ON SALES PERFORMANCE IN THE B2B CONTEXT IN NIGERIA

Forfattere

  • Obinna Christian Ojiaku Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria
  • Ifunanya Euphemia Mbamalu Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria
  • Kanayo Nwosu Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria

DOI:

https://doi.org/10.46827/ejmms.v7i4.1399

Nøgleord:

diligence, empathy, information communication, sales performance, salesperson’s service behavior, sportsmanship

Resumé

In today’s competitive business environment, many salespersons appear to struggle in meeting sales targets and build long-term, profitable business relationships with customers. This paper examined the effect of salesperson’s service behaviour on sales performance in Henkel-Egil Limited, South-East, Nigeria. Four specific objectives and hypotheses guided this paper. A survey research design was employed and the sample size was 324 salespersons in the organization. The Census method was used in sampling respondents and the major instrument of data collection was a structured questionnaire. Data were analyzed using descriptive statistics such as frequencies, percentages, mean score, Likert scale, and Pearson Product Moment Correlation, which helped test hypotheses. Findings revealed that there is a positive but weak relationship between diligence and sales performance. It also indicated that information communication has a significant effect on sales performance. Results also showed a positive correlation between sportsmanship and sales performance. Again, it was observed that empathy has a significant effect on significantly sales performance. This paper concluded that without diligence, information communication, sportsmanship, and empathy, salespersons might be performing below average until adequate consideration is given to these important service behaviors. It recommended among others, that as firms begin to recognize the importance of salespersons’ role in not just closing sales but also providing service to customers, it is important periodic training is given to them as to increase their service orientation and sales performance. Managers should emphasize both service excellence and sales targets during recruitment, training, design of reward systems, and promotion decisions.

 

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Forfatterbiografier

  • Obinna Christian Ojiaku, Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria

    Obinna Christian Ojiaku is a Senior Lecturer in the Department of Marketing, of the Nnamdi Azikiwe University, Awka. He obtained his PhD in Marketing from same University in Nnamdi Azikiwe University, Awka. His research interests lie in the domains of consumer behaviour and digital technology interactions, entrepreneurship and technology, and sales and business development. He has presented papers in local and international conferences and published in reputable journals across the globe.

    Google Scholar: https://scholar.google.com/citations?user=Eg9b7eIAAAAJ&hl=en

  • Ifunanya Euphemia Mbamalu, Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria

    Ifunanya Euphemia Mbamalu is a lecturer in the Department of Marketing, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria. She holds M.Sc in Marketing and currently undertaking her PhD in same field. She is a vibrant scholar and her research interests span across marketing and business management related fields.

    Google Scholar: https://scholar.google.com/citations?user=Asg0T2YAAAAJ&hl=en  

  • Kanayo Nwosu, Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria

    Nwosu Kanayo Chike is a lecturer in the Department of marketing, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria. He holds a B.sc and Msc in marketing and currently a PhD scholar in marketing at Ebonyi state University, Abakiliki, Nigeria. He is a vibrant scholar and his research interests span across marketing, Entrepreneurial management and Business Management.

    Google Scholar: https://scholar.google.com/citations?user=QQGTc78AAAAJ&hl=en

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Publiceret

2023-01-05

Nummer

Årg. 7 Nr. 4 (2022)

Sektion

Articles