SALESFORCE CREATIVITY AND CUSTOMER PATRONAGE OF AUTOMOBILE DEALERS IN NIGERIA
Keywords:Salesforce creativity, salesforce expertise, salesforce creative thinking, customer patronage, customer preference, repeat patronage, environmental factor, competitive environment.
This study was designed to explore the relationship between salesforce creativity and customer patronage of automobile dealers in Nigeria. Five (5) research questions and hypotheses were developed to address the objectives of the study. The study adopted the positivist research philosophy and correlational research design. The population of this study comprised all the 168 registered automobile dealers in South-South Nigeria. A sample size of 118 salesforce personnel was used for the study. The sample size was determined using the Taro Yamen formula. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed statistically while the Pearson Correlation Coefficient (r) and the regression analysis were used to test the hypotheses. The bivariate and multivariate analyses were done with the aid of the SPSS version 24.0. The findings revealed that salesforce expertise is a significant predictor of customer preference and repeat patronage of automobile dealers in Nigeria. Salesforce creative thinking was also reported to be a significant predictor of customer preference and repeat patronage of automobile dealers in Nigeria. Based on these findings, it is concluded that salesforce creativity is a significant predictor of customer patronage of automobile dealers in Nigeria. The study confirmed that environmental factor such as competitive environment has significant moderating effect on the relationship between salesforce creativity and customer patronage of automobile dealers in Nigeria. Therefore, it is recommended that automobile dealers in Nigeria especially those that are experiencing poor level of customer patronage should hire sales personnel who are creative in their approach to work as they would use their creativity to increase the level of customer patronage of their products.