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

Charles Adusei, Isaac Tweneboah-Koduah and Gloria K.Q. Agyapong
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Charles Adusei: Department of Accounting, Banking and Finance, Garden City University College. Kumasi, Ghana
Isaac Tweneboah-Koduah: Department of Managerial Sciences, Garden City University College. Kumasi, Ghana
Gloria K.Q. Agyapong: Department of Marketing and Supply Chain Management, University of Cape Coast, Ghana

International Journal of Finance & Banking Studies, 2020, vol. 9, issue 4, 70-86

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 showeda strongassociation 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 bycomplete knowledge of the bank’s productsand services, listening skills and empathy. The study suggeststhat Fidelity Bank must sensitize its DSEson the bank philosophy on its customer orientation culture. This study appears to be the first of its kindto explore the connection betweensales orientation and customer orientation on performance in the Banking Industry inGhana, thus providing empirical evidence for academics and practitioners.

Keywords: Sales executives; Customer orientation; Sales orientation; Selling skills; Banking; Ghana (search for similar items in EconPapers)
Date: 2020
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