Manuscript Title:

STRATEGIC SALESPERSON’S QUALITY AND CUSTOMER SATISFACTION IN THE HOSPITALITY INDUSTRY: A DIAGNOSTIC INVESTIGATION

Author:

OKOLO, VICTOR ONYEBUCHI, ORANUSI, IFEANYICHUKWU NWADIOGO, OBIKEZE, CHINEDUM OKEY, OTEI, CHINWENDU DEBORAH, NNADI, NMERE OBASI, CAJETAN EWUZIE OBINNA, NWANKWO, ERNEST CHUKWUEBUKA

DOI Number:

DOI:10.5281/zenodo.10527782

Published : 2024-01-10

About the author(s)

1. OKOLO, VICTOR ONYEBUCHI - Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
2. ORANUSI, IFEANYICHUKWU NWADIOGO Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.
3. OBIKEZE, CHINEDUM OKEY - Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Nigeria.
4. OTEI, CHINWENDU DEBORAH - Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
5. NNADI, NMERE OBASI - Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
6. CAJETAN EWUZIE OBINNA - Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria.
7. NWANKWO, ERNEST CHUKWUEBUKA - Department of Management, University of Nigeria Nsukka, Enugu Campus, Nigeria.

Full Text : PDF

Abstract

Strategic salesperson’s quality and customer satisfaction in the hospitality industry was investigated and the specific objectives were to determine the effect of salesperson’s selling experience; salesperson’s adaptive selling, and salesperson’s relationship selling skills on customer satisfaction. The study comprises customers who patronize ethnic restaurants that offer local cuisines in Enugu metropolis whose population is infinite. Cochran’s sample size determination formula was adopted and 384 was realized. The survey method was adopted and in selecting the respondents, convenience sampling technique was adopted in which copies of structured questionnaires were distributed to 384 respondents who adequately filled and returned 281 of them. Cronbach’s Alpha was used to determine the study’s reliability and 0.896 was obtained after a pilot study was conducted by distributing 30 copies of questionnaire to the respondents. Analysis of data was conducted using simple linear regression and the findings revealed that selling experience has a significant positive effect on customer satisfaction. Similarly, it was revealed that adaptive selling has a significant positive effect on customer satisfaction. Finally, it was revealed that relationship selling has a significant positive effect on customer satisfaction. Thus, these independent constructs have proven to be very effective in ensuring customer satisfaction. Thus, the sales managers are encouraged to keep on recruiting salespersons with the requisite skills needed to achieving customer satisfaction and long-lasting relationships.


Keywords

Salesperson, salesperson’s experience, adaptive selling, relationship selling, customer satisfaction.