EFFECTIVE PERSONAL SELLING STRATEGIES AS PANACEA TO CUSTOMER RETENTION IN ACCESS BANK PLC, ILARO, OGUN STATE

ABIAZIEM, F. U and BAKO, Z.F (2019) EFFECTIVE PERSONAL SELLING STRATEGIES AS PANACEA TO CUSTOMER RETENTION IN ACCESS BANK PLC, ILARO, OGUN STATE. In: 1st National Conference of WITED, Ilaro Chapter, August 13-16, 2019, The Federal Polytechnic, Ilaro.

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Abstract

This research focused on the effect of personal selling strategies on customer retention, using Access Bank Plc Ilaro as a study. The objectives of the study were to ascertain the direct relationship between persuasion, information supply or communication and the extent to which trust build customer retention. The essence of this study was necessitated on the backdrop of high customer attrition in banking industry and to create avenues to curb it, as it is less expensive to retain existing customers than to acquire new ones. The researchers employed descriptive research design, the population comprised of all retail banking staff and customers of Access Bank plc, Ilaro Ogun State. Data were collected from primary and secondary sources. Stratified probability sampling techniques was used to arrive at a sample size of 60. Data were analyzed using tables and frequency chats while hypotheses were tested using X² - Chi-square with the aid of SPSS statistical tool. The study found out that customer retention in banks is affected by the level of persuasion, information supply and trust displayed by the sales staff. Therefore, the study recommended that banks should put in place a customer centric team to monitor and address issues contributing to customer defection rate and to develop loyalty reward programs for existing customers to make them loyal for life

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HG Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Miss Ayomikun Ogunbadejo
Date Deposited:	08 Sep 2020 10:40
Last Modified:	08 Sep 2020 10:40
URI:	http://eprints.federalpolyilaro.edu.ng/id/eprint/523

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