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Sales-Orientation and Customer-Orientation on Performance of Direct Sales Executives of Fidelity Bank, Ghana

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  • Charles Adusei
  • Isaac Tweneboah-Koduah
  • Gloria K.Q. Agyapong

Abstract

This study focused on sales-orientation and customer-orientation of Direct Sales Executives (DSEs) on sales performance at Fidelity Bank, Ghana; which was a cross-sectional study. Data were analysed using descriptive statistics, Kendall’s coefficient of concordance, cross tabulation and chi-squared test of independence. The result showed a strong association between prior sales experience and employment status. DSEs customer orientation was influenced by customer information while the sales orientation was on convincing customers to buy. The customer-oriented culture was based on reliable market and customer information. DSEs sales performance were influenced by complete knowledge of the bank’s products and services, listening skills and empathy. The study suggests that Fidelity Bank must sensitize its DSEs on the bank philosophy on its customer orientation culture. This study appears to be the first of its kind to explore the connection between sales orientation and customer orientation on performance in the Banking Industry in Ghana, thus providing empirical evidence for academics and practitioners.

Suggested Citation

  • Charles Adusei & Isaac Tweneboah-Koduah & Gloria K.Q. Agyapong, 2020. "Sales-Orientation and Customer-Orientation on Performance of Direct Sales Executives of Fidelity Bank, Ghana," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 9(4), pages 70-86, March.
    • Handle: RePEc:rbs:ijfbss:v:9:y:2020:i:4:id:753
    DOI: 10.20525/ijfbs.v9i4.753
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    References listed on IDEAS

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    1. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
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