Tag Archives: Customer Satisfaction

Influence of Customer Relationship Management on Customers’ Retention in the Insurance Industry in Accra, Ghana (Published)

The study examines the influence of customer relationship management on customers’ retention in the insurance industry in Accra, Ghana. The objective of the study was to examine the relationship between customer relationship management and customers’ satisfaction in the insurance industry in Accra, Ghana; to determine the relationship between customer relationship management and customers’ retention in the insurance industry in Accra, Ghana and; to identify the challenges obstructing customer relationship management’s strategies in the insurance industry in Accra, Ghana. Convenience sampling technique was used to gather data form a sample of 200 customers of insurance firms in Accra, Ghana, using structured interview guide and data analyses carried out using SPSS version 20. The findings of the study showed a direct effect of customer relationship management on customers’ satisfaction. Also, the study revealed a significant positive relationship between customer relationship management and customers’ retention. Based on these findings, the study recommends that the insurance industry in Accra, Ghana, should continue to deliver excellent customer service to customers in order to keep satisfying them. This can be achieved by understanding their expectations and meeting them. More so, the study recommends insurance firms in Accra, Ghana, to continue to deliver value laden-relationships with customers in order to keep retaining them since retention is key in any given competitive business environment.

Keywords: Customer Relationship Management, Customer Satisfaction, Customer Service, Customer retention

Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State (Published)

This study investigates the relationship between Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State. The objectives of the study were to investigate the influence of Customer Self Service Technology on Customer Patronage. The study adopted the survey research design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyze it to get result that can be attributable to the accessible population. Based on the research questions, a research questionnaire was designed and four hundred and seventy five (475) copies were distributed to the sample population which was determined by convenient sampling techniques. After data cleaning, a total of three hundred & twenty one (321) copies of the distributed questionnaire were retrieved. These copies were analyzed and the hypotheses were tested using the Spearman Rank Correlation Coefficient with the aid of SPSS Version 21.0. The result revealed that there is a significant relationship between Automated Teller Machine and repeat purchase, Automated Teller Machine and referral, Internet banking and repeat purchase, Internet banking and referral. The result also revealed that customer technology adoption positively influences the relationship between customer self-service technology and customer patronage in deposit money banks in Rivers State. The study concluded that consumer orientation should be applied whenever banks are adopting new techniques that will service the need of their customers for better satisfaction. The study recommends that Banks should invest more on technologies that will ensure efficiency in serving customer and overall satisfactions of the customers. Customer satisfaction should be kept in mind as banks upgrade existing systems or while buying new systems altogether

Keywords: Customer Satisfaction, Customer patronage, Internet Banking, customer self-service technology

Interior Design in Customer Satisfaction and Retention in the Restaurant Industry in Tamale Metropolis (Published)

In recent years, competition in the restaurant industry in the world is increasing thereby, giving customer’s variety to choose from. With this continuous growth of competition in the world including Ghana, especially in the Tamale Metropolis; exterior and interior environments of the restaurant has become a key marketing tool in the industry. The study therefore sought to find the role of interior design in customer satisfaction and retention in restaurants within the Tamale Metropolis and if it influences growth or otherwise of the restaurant business. The study used a multi-purpose sampling to sample 224 respondents from 10 restaurants across the city. Questionnaires were administered and data was analyzed using Microsoft Access Application Program interfaces by Visual Basic for Application (VBA). The results revealed that interior design has an influence on customer satisfaction. Also, most customers visit a particular restaurant based on a combination of factors as interior design, quality meal service, and quality customer service. Despite this, restaurant management in the city do not consider interior design important to customer satisfaction hence do not have policies and plans to improve on the interior design of their restaurants.

Keywords: Customer Satisfaction, Retention, interior design, restaurants

The Effect of Customer Complaints Resolution Strategies on Customer Satisfaction Eldoret Based Banks, Kenya (Published)

The study explores the effects of customer complaint resolution strategies on customer satisfaction with particular emphasis on the specific objectives namely; a distributive complaint resolution strategy, interactive complaint resolution strategies and procedural complaint resolution strategies. The banking industry is one of the world’s biggest and oldest industries in the world. Its stability and growth is therefore paramount to economic performance of individual countries including Kenya. However, with the increasing competition banks have had to refocus on various strategies aimed at maintaining a stable and profitable customer base. Maintaining a loyal customer base has seen banks invest in various marketing strategies among them complaint resolution strategies so as to have an ever satisfied clientele. The study used an explanatory survey that targeted all the 20 banks based in Eldoret operating and licensed by Central Bank of Kenya as at June 2018. Additionally, 2300 customers were targeted for the study. A sample size of 372 customers was selected using systematic sampling techniques but out of this, 341 customer questionnaires were filled and returned. A self-administered questionnaire was used to collect primary data. With the aid of Statistical Package for Social Sciences (SPSS),reliability tests was carried out using Cronbach alpha coefficient (a). Exploratory factor analysis was used to validate and test the indicators of the preconceived complaints resolution variables. Pearson correlation analysis was performed to test the relationship between the study variables. The study utilized multiple regression analysis to test the hypothesis, the study indicated that distributive complaint resolution strategies were significant (p<0.05) and accounted for 17.7% of customer satisfaction, procedural justice factors were significant (p<0.05) and accounted for 43.5% of customer satisfaction. Further interactive complaint resolution strategies were also found to be significant (p<0.05) and explained 36.35 % of customer satisfaction. The study established a significant (p<0.05) thus supported distributive complaint resolution strategies, interactive complaint resolution strategies and procedural justice factors to be significant associated to customer satisfaction. The study concluded that customer complaints resolution strategies are important mechanism in establishing customer satisfaction levels and therefore banks are advised to invest in customer complaints resolution strategies. Finally studies should be carried out to establish the relevance of accessibility related strategies on customer satisfaction in other industries and study areas.

Keywords: Customer Satisfaction, customer complaints resolution strategies, distributive strategies, interactive strategies, procedural strategies

Impact of Customer Relationship Management (CRM) On the Performance of Deposit Money Banks (DMBS) In Abuja (Published)

This study examines the impact of Customer Relationship Management on the performance of Deposit Money Banks in Abuja. The study investigates how CRM variables such as customer attraction, customer satisfaction and customer retention impact on the performance of Deposit Money Banks. The study adopted a survey research method where data was collected using questionnaires administered to both employees and customers of the ten randomly selected DMBs in Abuja made up of the 341 Population of the study. Taro Yamane Sample Size formula was used to determine the sample size (184). Out of the 184 copies of questionnaires that were distributed, 175 representing 95.1 % response rate were retrieved and used for analysis. As part of the method of data analysis, Pearson Correlation and Ordinary Least Square (OLS) was used to test the formulated hypotheses in line with the objectives of the study. The major finding reveals that, “there is significant relationship between Customer Relationship Management and performance of Deposit Money Banks in Abuja”. It was recommended that Deposit Money Banks (DMBs) in Nigeria’s North-Central sub-region should improve on Customers’ attraction activities in order to achieve deeper market penetration which will help in attracting more customers to strengthen their competitive positions. The study concluded that DMB’s should adopt CRM since it contributes significantly to their performance.


Keywords: Customer Attraction, Customer Relationship Management, Customer Satisfaction, Customer retention, Deposit Money Banks, Performance

Competitive Strategies and Customer Satisfaction in the Telecommunications Industry in Nigeria (Published)

Competition is a fact of life for most businesses. Companies strive to stay ahead of others. The Global System for Mobile Communications (GSM) sector in Nigeria became active in 2001 after the commencement of operations of network service providers as a result of the deregulation of the telecommunications industry which ushered in competition. The overall objective of the study was to ascertain the effect of competitive strategies on customer satisfaction in the mobile phone sector in Nigeria. The Federal Capital Territory (FCT) Abuja was the study area. The population of the study consists of all GSM firms and their customers in Nigeria. However, the target population was 1,727,866 GSM customers in the FCT. A sample size of 400 GSM customers was determined using Taro Yamane’s formula. Regression and Pearson product correlation (r) was used to test the hypotheses facilitated by the statistical package for the Social Sciences (SPSS) software. Findings reveal a significant positive relationship between competitive strategies and customer satisfaction. Based on these findings, the researchers recommend that GSM service providers should make efforts at crafting competitive strategies that are customer friendly to avail the desired satisfaction.

Keywords: Competitive Strategies, Customer Satisfaction, Industry, telecommunications

An Investigation of Factors Affecting Customers’ Satisfaction in the Supermarket Sector In Ho Chi Minh City (Hcmc) – Vietnam (Published)

This empirical study was conducted to find out the relationship among four factors such as brand image, service quality, product quality, and price toward customer’s satisfaction in supermarket in HCMC. The qualitative approach was applied to point out the measurement of the scales of factors and the quantitative approach was to test whether these observed variables contributing to these factors or not. After that, the author conducted a survey to customers who go shopping in Co.op Mart and Vinmart. After checking and selecting the suitable samples, the author collected 221 samples to analyze for this study. There was the test for the reliable theoretical framework that was conducted to test whether the hypothesis was supported or not. As a result, based on multiple regression analysis, the theoretical framework was significant and all the hypotheses were accepted. The factor affecting most to customer’s satisfaction was Price, the second one was Service Quality, the third one was Product Quality, and finally one was Brand Image. In general, this research model was conducted properly and valued to study. Supermarkets in HCMC can apply this empirical study to set up their business strategies and improve their customers’ satisfaction in order to enhance competitive competence as well as attract more new customers in the new era.

Keywords: Brand Image, Customer Satisfaction, Service Quality, Vietnam, product .quality

Assessing the Effect of Lead Time Management on Customer Satisfaction (Published)

The Microfinance Industry (MFI) emerging from the banking industry, lead time management is very important since the sector is highly dependent on very recent technology and customer service efficiency ethics which is capable of drastically reducing lead times. Customers are also highly informed and their demands and expectations are high. Customers want instant solutions when it comes to their financial or banking services. It is therefore important for microfinance companies to effectively manage their lead times to achieve higher levels of customer satisfaction. This study adopts the methodology of a hybrid approach consisting of qualitative and quantitative approaches in examining the impact of lead time on customer satisfaction in the microfinance industry, a sub sector of SMEs in Ghana. Sample size of 150 staff and customers mostly petty traders was considered from five selected branches of Talent Microfinance Company limited. In selecting the sample size of the petty traders for the survey, the Slovin’s sampling method was used. The study findings revealed that that minimizing waiting time in a bid to enhance customer satisfaction level can typically improve the competitiveness of microfinance services in Ghana as these are deemed the basic requirements for social development as well as for human civilization. Furthermore, establishing a scientific, workable and efficient banking system improves efficiency and enhances the competitiveness for banks to be an important society role. This is a requirement for banking industries own development, and a new inevitable challenge for modern Ghanaian financial institutions to increase the banking management development. The study recommends among several others that there is the need for improvement in academia or higher learning in Ghanaian microfinance institutions to link with other financial institutions in Ghana and identify gaps in the knowledge, values, skills and attitudes of their graduates most especially in TMCL.

Keywords: Customer Satisfaction, Ghana, Lead Time, MFIs, SMEs

Corporate Management and Customer Satisfaction among Banking Industry in Rwanda (Published)

Corporate Management is all about making sure that decision are made effectively. This impetus towards corporate Management has been due to many factors. For instance, it matters for shareholders as it is a shield against abuse of directors while improving access to capital for the company itself and instilling financial stability in the market. The intent of the research was to assess the relationship between corporate Management and customer satisfaction. The research highlights the corporate Management practices in banks and how that affects customer satisfaction with the operations of Banks in Rwanda. There are a total of 12 banks in Rwanda. Out of the 12 banks, the researcher targeted the most commonly used banks in Rwanda. A total of 6 banks including National bank, Equity Bank, Bank of Kigali, I&M Bank, Banque Populaire(Atlas mara), Keanyan Commercial Bank(KCB). One branch of each of the six banks was chosen and included in the targeted branch population. The study specifically targeted branch managers of the different bank branches and customers in the different branches. Systematic sampling was used in identifying customers to include in the sample. The administered a structured questionnaires to 10 customers in each of the banks. The constituting of corporate boards is done through the involvement of all stakeholder or at least the key stakeholders. Moreover, academic standard are applied leading to the constitution of a qualified and gender sensitive board. However, there is a problem when it comes to sitting and waiting arrangements in the banks. The sitting arrangement and waiting arrangement in most banks in Rwanda is not conducive. The banks perform poorly on reliability because majority of the customers feel the banks do not provide their services in a timely manner. The customers have trust in the problem solving practices in banks. However, the customers believe the process takes long and employees in their banks did not prevent long waiting.

Keywords: Banking Industry, Corporate Management, Customer Satisfaction, Rwanda

Effectiveness of Service Innovation, Where Service Failure is an Imperative Issue for a Small Food-Service Brand: Case Study Approach (Published)

This article confers regarding effectiveness of service innovation in a small restaurant environment; where, the subject of repeated incidences of service failure is a common issue. Moreover, inadequately designed recovery actions putted the final nail in the coffin. For in-depth understanding of the exacting instance surround by real-life situation a single case study approach was adopted. A restaurant namely ‘Chittagong Express’ was considered for the in- depth study. This conscientious study is qualitative in nature; required data were collected in through of in-depth interviews, from the duo sides; management in the one side and customers on the other. The major findings from study confirmed that the food service brand is facing additional challenges to shield its brand image. Furthermore, post failure negative consequences, i.e. less repurchasing intention of the customers, less trust and customer loyalty towards the brand, negative post recovery emotions and discomfort were found in this case. Primarily, the efforts vis-à-vis the service innovation was incredibly appreciated by the customers, nonetheless, myopic visualization with reference to the appropriate customer satisfaction can be marked as the main reason of the predicament.

Keywords: Customer Satisfaction, Service Failure, Service Innovation, Service Recovery, ‘Chittagong Express’

Service Quality, Customer Satisfaction Towards Customer Loyalty ( A Case Of Ila Vietnam) (Published)

The quality of service has become an aspect of customer satisfaction and has been proved that it comes from the combination of the excellent learning process and public satisfaction on the service delivered. The main purpose of this study is to examine what factors that play an important role in satisfying customers, and which one has the biggest impact on that mission, particularly at ILA Vietnam. A mixture of qualitative and quantitative research are used to collect data from customers of ILA Vietnam in 17 centers to get their satisfaction levels and meaning of service quality which were substituted in the SERVQUAL model. The findings suggest providing quality service in order to satisfy customers, organizations in this kind of service sectors need to improve on the dimensions of service quality. This study contributes to existing theories by confirming or adding value to the relationships that are involved in customer satisfaction and service quality. Besides, the provided results could be useful for managers at ILA in strategic planning.

Keywords: Customer Satisfaction, SERVQUAL, Service Quality, service sectors.

Understanding The Relationships between Service Quality, Customer Satisfaction and Loyalty: An Investigation of Ghana’s Retail Banking Sector (Published)

This study set out to examine the interrelationships between service quality, customer satisfaction, and customer loyalty for the Ghana banking industry. The paper also evaluates the effects of the individual dimensions of service quality on overall service quality. Primary research data were collected using questionnaires administered face-to-face, via systematic random sampling approach. Confirmatory Factor Analyses (CFA) was then used to test the hypotheses and address the research objectives as well. The results showed that the three variables were positively interrelated, albeit with different p-values for significance. The five dimensions of service quality, tangibility, reliability, responsiveness, assurance and empathy, each affects overall service quality positively and significantly). The effects of service quality on customer satisfaction was direct, positive but insignificant. In the same manner, customer satisfaction positively but insignificantly impacts customer loyalty. Service quality was seen to positively and significantly affect customer loyalty in this study. The findings therefore serve as a good guide for banks to work at improving service quality, which will in turn positively influence satisfaction and loyalty.

Keywords: Customer Satisfaction, Customer loyalty, Retail Banking, Service Quality

Re-Emphasizing Total Quality Management for Organizational Effectiveness: Challenges and Strategies (Published)

The paper defined Total Quality Management (TQM) as a continuous and dedicated effort by an organization to pursue perfection in production output in order to satisfy the customers’ needs. The tenets are based on commitment, continuous dedication improvement to the established goals. Other guiding principles were discussed together with the origin and Japanese experiences. The components of TQM were discussed together with its organizational effectiveness. The TQM is customer centered. Justification for the research and the problems which the research was meant to solve were discussed. The accruable profits of TQM to an organization were stressed in that some organizations are run down by poor management strategies as outlined in (Dalota, 2011). However, the TQM implementation strategies were highlighted as the way to handle the challenges. Organizations that apply TQM shall surely revolutionize the production capabilities and enjoy greater market share in the economy. Organizations without TQM principles stand the risk of losing global market share in the new economic trend of the world market. TQM provides the opportunity for the employees to acquire the necessary skills, abilities, knowledge and competence for organizational and personal well-being.

Keywords: Customer Satisfaction, Organizational effectiveness, TQM, challenges and accruable profits, implementation strategies

Diagnostics of Customer Satisfaction in the Hospitality Industry: Evidence from Nigeria (Published)

Nigeria in the last few decades has experienced a tremendous growth in the number of public and private hotels. The biggest challenge in today’s competitive business environment is how to retain customers and ensure customer loyalty. Also, Guest relationships in the hotel industry are strategic assets of the organization and customer satisfaction becomes the starting points to defining business objectives. The study therefore analyzed the indices of customer satisfaction in the hospitality industry in Nigeria. The research analyzed the significance of key factors that determine customer satisfaction. A structured questionnaire on staff performance, cost, hotel facilities, environment and porn accessibility was developed and used to collect information from the study sample. The structured questionnaire was administered to 400 respondents purposively. Descriptive statistics and regression analysis were used to analyze the data. The result showed that cost, hotel environment, hotel facilities and income respectively were seen to have a strong impact on customer satisfaction at 5% level of significance, while staff performance seems significant at 10%. There was a relationship between service quality and customer satisfaction. The study makes a significant contribution to the service quality management literature because few empirical studies are available dealing with this aspect of the hotel management in Nigeria. It would also help service providers in the hotel industry to understand aspects of service variables that need urgent improvement.

Keywords: Customer Satisfaction, Hospitality, Regression Model, Service Quality, hotel management.

Factors Influence Consumer Purchase Intentions in Green Marketing (Published)

This current research study finds out the impact of different types of determinants/predictors on the consumer purchase intention of consumers in Sargodha city. And also theoretical representation is planned & depending on pragmatic authentication by make the use of a analysis. The study consequences obtained in one of the Pakistan’s city (Sargodha) offer logical hold used for the soundness Of a planned representation/model. Exclusively the result obtained from correlation & Simple linear regression subsequently multiple Regression analysis validate the impact of consumer satisfaction, environmental protection, consumer awareness and consumer behavior on consumers purchase intention. The  in order, also seem to affect consumer purchase intention while the current conclusion give a superior appreciative of the procedure and considerable previous circumstances of consumer purchase intention. It is considerable moderate function of customer satisfaction variable into consumer’s practice. While the conclusion propose with the aim of respondent has a highly optimistic approach on the subject of GREEN product & be prepared on the way to obtain Green products added frequently, however The  product’s price & superiority is apprehensive, Green product have to present competitivelly immediately similar to the customary products. This cram also discuss How the current result might assists the government of Pakistan & green Marketer in the direction of regulate their programs related to environment.

Keywords: Consumer Awareness, Consumer Behavior and Purchase Intention., Customer Satisfaction, Environmental Protection, Green Marketing

Evaluating the Relationship between Service Quality and Customer Satisfaction in Microfinance Institutions in Wakiso District, Uganda (Published)

The paper investigated the relationship between service quality and customer satisfaction in microfinance institutions in Wakiso district. A correlational cross-sectional survey design was used. Both quantitative and qualitative approaches were employed. Questionnaires and interviews were used to collect data from 10 selected SACCOs. Data were collected from  samples of SACCO members, board of directors, audit committee members and staff of the selected SACCOs. Documentary analysis was also done to enrich conceptualization of the problem and interpretation of data. Findings revealed that service quality aspects are collectively explanatory variables of customer satisfaction in SACCOs in Wakiso district. Furthermore, the aspect of management communicating effectively with all stakeholders is significantly related to customer satisfaction. The study concludes that service quality should be emphasized in SACCOs in order to ensure customer satisfaction. SACCOs management bodies should further investigate to better understand how their clients think and respond to service quality, because they are seeking to improve their customer satisfaction levels.


Keywords: Customer Satisfaction, Service Quality, Uganda, member- owned microfinance institutions

Service Quality and Customer Satisfaction in Nigerian Mobile Telephony (Published)

The Telecommunication industry in Nigeria has developed to be very competitive, as different Telecom companies jostle for the attention of subscribers. However, one of the key challenges confronting these companies is how they manage their service quality, which holds a grea deal to customer satisfaction. It is against this backdrop that this research seeks to empirically measure how service qualiy/delivery impact on customer satisfaction of Mobile Telecommunication providers in Nigeria.  The data used for this study were obtained using a structured survey questionnaire. The questions were close ended and used a 5 point Likert-scale. The sample consists of 532 mobile subscribers in Nigeria, using a simple random sampling technique spread across all the six geo-political zones in the country while a proportionate sampling approach was adopted by the researcher to give a fair representation to the service providers using the proportionality formula. The data obtained from the survey were analysed using the Statistical Package for Social Sciences (SPSS), Version 20. The survey was restricted to subscribers using the four major GSM mobile phone operators. The research  determined that a relationship exist between service quality/delivery and customer satisfaction, also between SERVQUAL reliability dimension and customer satisfaction and between customer satisfaction and switching intention among mobile phone users in Nigeria. The results have indicated that the two constructs ( SQ and CS ) are undeniably independent but are closely related and without a doubt, potential partners, implying that an increase in one is likely to cause a change in another. It is therefore recommended that with the ever-increasing influence of the Nigeria Communications Commission (NCC),and the continous complying with  is one major strategy that the companies must adopt to remain cost-effective.

Keywords: Customer Satisfaction, Mobile Telephony, Nigeria, Service Quality, Telecommunication

Predictive Indicators of Customer Loyalty in the Nigerian GSM Market (Published)

This study focuses on the predictive indicators of customer loyalty among GSM users in the South-Eastern Nigeria. Most of the studies on customer loyalty in the Nigerian GSM market are alien to South-Eastern Nigeria. The main objective of this study is to empirically inquire the factors that influence customer loyalty in the Nigerian GSM market. The study adopted survey research design and the population of study is the mobile phone users in Anambra State. Quota sampling method was employed while the sample size was determined using survey systems formula. Questionnaire was employed as the research instrument and the reliability test was achieved using split-half method. Factor analysis was used for data reduction and multiple regressions were employed to test the hypotheses. The findings revealed that trust, customer satisfaction, corporate image, service quality, network coverage have significant effect on customer loyalty with customer satisfaction as the strongest predictor of customer loyalty in the Nigerian GSM market. In addition, prompt customer service was seen to have no significant effect on customer loyalty. It was recommended that GSM service providers should focus more on customer satisfaction, trust, corporate image, service quality, and network coverage in order to build sustainable relationship with their customers as to become very competitive. Also, attention should be paid on providing quality customer care service elements.

Keywords: Corporate Image, Customer Satisfaction, Customer loyalty, Customer trust, Service Quality, Switching Barrier

The Influence of ATM Service Quality on Customer Satisfaction in the Banking Sector of Nigeria (Published)

The study investigates the influence of ATM service quality on customer satisfaction in the banking sector of Nigeria. The study adopts survey research in which questionnaires are accidentally administered on customers of four banks randomly selected for the study (First Bank of Nigeria Plc., United Bank for Africa Plc., Guarantee Trust Bank Plc. and Skye Bank Plc. at the ATMs terminals of the Banks during transactions. Multiple Regression Analysis, Descriptive Statistics of the Mean, Standard Deviation, Tables and Charts are the main tools of data analysis. Findings reveal that the higher the ATM service quality, the higher the level of satisfaction it provides. The study then concludes that ATM service quality determines customer satisfaction. Some recommendations are offered on the way forward

Keywords: ATMs, Customer Loyalty/Retention, Customer Satisfaction, Profitability, Service Quality

Customer Satisfaction for Company Growth: The Roles, Responsibilities and Skills Required of the Sales Force in Ghana (Published)

As the competitive environment becomes increasingly fierce, the most important for industry players is nurture and keep loyal customers who will contribute to their long-term growth and profitability. The sales force is involved in the critical business of accomplishing sales objectives and customer satisfaction, which provides the basis for organisational existence and profitability. Given the importance of the salesforce as an organization’s primary revenue generator and the principal point of contact with customers, understanding how managers and salespersons in Ghana appreciate their role in the business/customer interface is likely to produce beneficial outcomes.  This study explores the roles and responsibilities of the salesforce in delivering customer value and satisfaction. The sample is drawn from Ghana Breweries Limited, a major player in the beer industry in Ghana. Using questionnaires to measure the perceptions of sales managers and salespersons, we find that overall, managers and salespersons perceive their roles, qualities and responsibilities to be relevant for customer satisfaction. Implications of the findings for sales management are drawn.

Keywords: Customer Satisfaction, Customer value, Qualities, Salespersons Roles