期刊名称：International Journal of Development and Sustainability
印刷版ISSN：2186-8662
出版年度：2014
卷号：3
期号：8
页码：1697-1708
出版社：International Society for Development and Sustainability (ISDS)
摘要：This study focused on the impact of personal selling on the productivity of selected banks (First Bank Plc and Stanbic IBTC) in Calabar Metropolis. The study determined the significant relationship between personal selling and customer relationship;determine the significant relationship between personal selling and customer retention and the significant relationship between personal selling and sales volume. Hypotheses were tested using the Ordinary Least Square (OLS) method. Findingsfrom this study showed that personal selling had significant relationship with customer relationship. The study revealed that personal selling had a significant relationship between customer retention. The study showed that personal selling increases the sales volume of a firm. The study recommended that personal selling should continuously be adopted by banks in enhancing productivity. Banks should employ personal selling to educate and guide customers so that they can make informed choice of the services / product which will best satisfy their need.
关键词：Personal selling; Productivity; Customer relationship; Customer retention and Sales volume
