Browsing by Author "Bello, Kamal Asola"

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    Marketing Ethics and Contemporary Sales force in the Hospitality Industry
    (Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Ilorin, 2024) Olowo, Ahmed AbdulGaniyu; Abdulquadri, Abdulazeez Olamide; Bello, Kamal Asola; AbdulKareem, Roheemat Busola
    Marketing ethics involve the moral principles and accepted behaviour that guide marketing practices and profession, hence the sales force works with these principles but most times deviates from it to achieve their set target and meet up with company objective. Although this is unethical in marketing and adversely affects sales force performance. It is against this backdrop that the study examined the effect of marketing ethics on sales force performance. The specific objectives of the study were to (i) identify ethical challenges faced by contemporary salespersons and (ii) examine the influence of ethical conduct on consumers' trust and loyalty. This is a desk research and other secondary sources were consulted to guide the conduct of the study with inclusion and exclusion criteria formulated by the researchers. From the secondary sources conducted, findings revealed that consumers value consistent ethical behaviour, fostering trust and long-term loyalty from the sales force. The study concluded that objective selling tactics and trust should be embraced by contemporary sales force. Therefore, it is recommended that the sales force should avoid deception, hard selling and misrepresentation during sales presentation
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    Retention Strategy and Customer Loyalty: An Analysis of Selected 2nd Generation Bank in Ilorin, Nigeria
    (Deparment of Public Administration, University of Ilorin, 2023) Olowo, Ahmed AbdulGaniu,; Jimoh, Abdulrazaq Taiye; Jatto, Adewale AbdulMajeed; Bello, Kamal Asola
    The study examined the effect of retention strategies on customer satisfaction of selected 2nd generation banks within Ilorin metropolis. Two research objectives were raised to guide the conduct of this study, to identify how the retention strategy (customer relationship management) adopted by the selected 2 generation banks enhances customer satisfaction and investigates the effect of the retention strategy (service quality delivery) on customer satisfaction of the selected 2 generation banks. The study utilised a descriptive research design and collected data through a cross-sectional survey method. Three hundred and seventy-nine (379) validated questionnaires were distributed to the respondents, but only three hundred and sixty-three (363) were found usable, sorted, edited, and coded for the analysis. Findings revealed that customer relationship management and service quality delivery have a significant effect on customer loyalty with R2= 85.6 and 33.2 respectively. The study recommended that businesses should treat customer loyalty as a priority and not an option. Also, adequate funding must be provided to achieve the customer retention program