The impact of customer satisfaction on sales performance at Sameer Agriculture and Livestock Limited

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Kampala International University; College of Economics and management
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 respondent’s .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.
A research report submitted to College of Economics and Management Science in partial fulfillment of the requirements for the Award of a Degree of Bachelors of International Business of Kampala International University
Customer satisfaction, Sales performance, Sameer Agriculture and Livestock Limited.