2021 |
Volume 10 |
Issue Issue 3
Personal Selling Strategy and Firms Productivity: A Study of Selected Microfinance Banks in Calabar, Cross River State
1.
Usani
– Department Of Marketing, University Of Uyo, Uyo, Nigeria.
2.
Nfawa Erasmus
– Department Of Marketing, University Of Uyo, Uyo, Nigeria.
3.
Eko
– Department Of Marketing, University Of Uyo, Uyo, Nigeria.
4.
Hodo Anna
– Department Of Marketing, University Of Uyo, Uyo, Nigeria.
Received
20-Oct-2021
|
Accepted
-
|
Published
20-Oct-2021
|
Abstract
The study was anchored on personal selling strategy and firm’s productivity of microfinance banks (Nirsal microfinance & Uncial
microfinance) in Calabar, Cross River State. The researchers investigated the relationships between personal selling strategy and
customer relationship and personal selling strategy and firm’s sales volume. The methodology followed was cross-sectional survey
research design (exploratory research). Data for the study were collected with the use of a questionnaire, which was developed
on a five-point Likert scale. Simple random technique was adopted by the researchers. The hypotheses were analysed using
simple regression statistic. Findings from the study showed that personal selling strategy had a significant positive relationships
with customer relationships. The study also revealed that personal selling strategy had a significant positive relationship with
firm’s sales volume. Based on the findings, the researchers concluded that personal selling strategy significantly enhances firm’s
productivity among microfinance banks. The researchers recommended that firms wishing to maintain mutual relationships with
customers and enhance sales volume should adopt personal selling strategy for free flow of communication between the buyer
and seller.
Keywords Personal Selling Strategy, Productivity, Customer Relationship, Sales Volume
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