The impact of personal selling on the productivity of selected banks in Calabar Metropolis

Abstract

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. Findings from 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.

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