SALES PASSION AND CUSTOMER PATRONAGE OF FOOD AND BEVERAGE FIRMS IN PORT HARCOURT

Abstract

The research looked at the connection between customer support of food and beverage businesses in Port Harcourt and sales enthusiasm. The population of this research comprised of 120 food and beverage SMEs in Port Harcourt that were identified using the Yellow Pages of the Fact Book and the Rivers State Ministry of Trade and Industry. The correlational survey methodology was used. The sample size of 92 was determined using the Krejcie and Morgan Sampling Table. The reliability of the instrument was calculated using SPSS version 23, and it was found to be 0.88 points higher than the baseline of 0.7. This study employed both descriptive and inferential statistics to analyse the information obtained. Using the Spearman Rank-Order Correlation Technique, the many hypotheses that had been established were examined. According to the data, repeat business and referrals for food and beverage companies in Port Harcourt are significantly and positively correlated with harmonious passion and obsessive passion. As a result, the article came to the conclusion that customer support is dependent on salespeople's obsessive and harmonious desire. It was advised that salespeople in the food and beverage industry should be enthusiastic about sales since this will impact consumer patronage. They should also be passionate about harmony because this would encourage consumers to engage in their activities.