OSOGONO Aaron Emojevwe
&
OSEYOMON Ehi Patrick
Department of Marketing,
Faculty of Management Sciences,
University of Benin
Abstract
The purpose of the study was to examine the effect of personal selling strategy on the customer patronage of processed products in Asaba Metropolis. Specifically it determined the relationship that exists between personal selling (such as customer relationship building, product knowledge, feedback handling, sales’ personalisation) and customer patronage of processed products in Asaba, Metropolis. The study employed a survey research design. The population of the study comprised 288 owners, managers and assistant managers of bakery operators in Asaba Metropolis. Primary source of data was utilised in the study and was obtained with the aid of a structured closed-ended questionnaire. It was revealed that customer relationship building, product knowledge, feedback handling, sales’ personalisation had positive and significant relationship with customer patronage. It was concluded that customer relationship management, ensure comprehensive product knowledge dissemination, handle feedback effectively, and personalise sales strategies are crucial in fostering sustained customer patronage. It was therefore recommended that bakery operators should prioritise efforts in establishing and nurturing strong connections with their customers. They were also to focus on comprehensive and accessible information dissemination among others.
Keywords: customer patronage, customer relationship building, product knowledge, feedback handling, sales’ personalisation
