Browsing by Author "Olowo, A. A., Abdulquadri, A. O., Bello, K. A., & Abdulkareem, R. B."

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    Marketing ethics and contemporary sales force in the hospitality industry
    (2024-01-06) Olowo, A. A., Abdulquadri, A. O., Bello, K. A., & Abdulkareem, R. B.
    Marketing ethics involve the moral principles and accepted behaviour that guide marketing practices and profession, hence the sales force work with these principles but most times deviate from it in order to achieve their set target and meet-up with company objective. Although this is unethical in marketing and adversely affect 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 (1) identify ethical challenges faced by contemporary salespersons (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 inchision 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 sales force should avoid deception, hard selling and mix-representation during sales presentation