THE IMPACT OF CUSTOMER SATISFACTION ON SALES PERFORMANCE AT SAIIEER AGRICULTURE AND LIVESTOCK LIMITED.

ABSTRACT

The major aim of this research was to determine the impact of customer satisfaction

on the sales performance of a business organization taking Sameer Agriculture and

Livestock Limited (SALL) as the a case basing on the objectives which included; To

establish the various customer satisfaction methods, establish the measures of sales

performance and the relationship between customer satisfaction and sales at SALL.

According to Kotler and Keller (2009), customer satisfaction is when a consumer/

customer is contented with either the product or services. It can also be a person's

feelings of pleasure or disappointment that results from comparing a products

perceived performance or outcome with their expectations. The methods include

offering quality, quantity, store ambience, performance to promise, convenience, value

over price and others.

Sales performance is the ability of a sales person to close the deal with the company

and meet set performance goals as outlined by the company or business (Monica,

2011). The measures of sales performance include quantity of products sold, market

share, sales strategy, size of the sales force and revenue from sales.

The analytical and exploratory research designs were used in conducting the study. A

sample of 135 respondents was selected from a total population of about 200

employees according to the Krejcie and Morgan (1970) table for determining the

sample from a given population. Data was sourced from the primary and secondary

sources and questionnaires were used as methods of data collection as it was

presented using tables, graphs and pie charts.

The results from the survey show that the respondents understand the subject topic

at hand through the appropriate responses. From the chosen sample, 90

questionnaires were returned and used to compile the study. The respondents .agreed

that offering quality as the major method of customer satisfaction amongst all

methods with 22%. On the other hand, they also agreed that major way of measuring

sales performance is through the quantity of products sold with 33%. Since

establishing the relation was one of the objectives, results showed a strong

relationship between customer satisfaction and sales performance with a number of

the respondents are in agreement.