Marketing Ethics and Contemporary Sales force in the Hospitality Industry
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Ilorin
Abstract
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
Description
Keywords
Consumer trust, Customer loyalty, Contemporary Salespersons, Marketing Ethics
Citation
6. Olowo, A.A., AbdulQuadri, A.O., Bello.K.A. & AbduKareem, R.B. (2024). Marketing Ethics and Contemporary Sales Force in the Hospitality Industry. Ilorin Journal of Human Resource Management, 8 (1): 60-68. Publication of Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Nigeria