MJAMR

Customer Satisfaction And Its Impact On Sales Performance Of An Organization. A Case Study Of Centenary Bank.

Andama Anthony, Mwesigwa Henry


Abstract

This study focused on customer satisfaction and sales performance in Centenary bank. In this study the customer satisfaction (measured by perceived quality, perceived value and service delivery attributes) was the independent variable and sales performance (measured by profit margin, sales targets and average purchase value attributes) was the dependent variable. The study used cross sectional design which enabled the researcher to draw the samples from the population over a short period of time. Primary data and secondary data collection methods were used. Quantitative methods were used to collect and analyze the data. The research findings shown by correlation analysis generally indicated that there was a significant positive relationship between the customer satisfaction measured by perceived quality, perceived value and service delivery) and the sales performance measures (profit margin, sales targets average purchase value). The study showed that there existed a high positive and significant correlation between service delivery and sales performance with r=.527 and p=.000<.01. The significant value p = .000 < .01, implied that the relationship between service delivery and sales performance was of high importance. Therefore, the bank management needs to put effort on service delivery.

Keywords

Customer Satisfaction Sales Performance and Organization
Metropolitan Journal of Academic Multidisciplinary Research

Cite This Article

Andama Anthony & Mwesigwa Henry (2024). Customer Satisfaction And Its Impact On Sales Performance Of An Organization. A Case Study Of Centenary Bank. Metropolitan Journal of Academic Multidisciplinary Research, 3(5). https://journals.miu.ac.ug/pages/article.php?article_id=1441

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