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The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service.
A Thesis Submitted In Partial Fulfillment Of The Requirements For The Degree Of Master Of Business Administration (Marketing Option).
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| Format: | Thesis |
| Language: | English |
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KNUST
2025
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| _version_ | 1867613136975036416 |
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| access_status_str | Open Access |
| author | Agarigo, Williams Anamziriya |
| author_browse | Agarigo, Williams Anamziriya |
| author_facet | Agarigo, Williams Anamziriya |
| author_sort | Agarigo, Williams Anamziriya |
| collection | Thesis |
| description | A Thesis Submitted In Partial Fulfillment Of The Requirements For The Degree Of Master Of Business Administration (Marketing Option). |
| format | Thesis |
| id | oai:ir.knust.edu.gh:123456789/17355 |
| institution | KNUST (Ghana) |
| language | English |
| last_indexed | 2026-06-10T12:31:21.331Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | KNUST |
| publisherStr | KNUST |
| record_format | dspace |
| source_str | KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| spelling | oai:ir.knust.edu.gh:123456789/17355 The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. Agarigo, Williams Anamziriya A Thesis Submitted In Partial Fulfillment Of The Requirements For The Degree Of Master Of Business Administration (Marketing Option). Firms in the beverage industry in Ghana could largely succeed by reaching out to consumers and prospective consumers through the provision of products at the right place in good time. In the phase of this enormous competition in the beverage industry, existing firms are required to sustain customer base and make further efforts to capture greater share of the untapped market. Nonetheless, many of the firms have stuck with the traditional promotional practices that have been proven to be less effective in sustaining sale growth relative to personal selling strategy. The study therefore seeks to investigate the mediating role of customer service in the relationship between personal selling and sales of alcoholic beverages in Ghana. The quantitative research method studied 113 salespersons of Accra Brewery Limited through the collection of data through a structured questionnaire. The respondents were sampled through a simple random sampling procedure. The result of the study showed that the system and consultative personal selling strategies of the company positively influenced sales performance. The consultative personal selling strategy of the company was found to positively influence the speed and accuracy of service delivery, trustworthiness of the company and attendance to customer complaints. Thus, generally the personal selling strategy of the company was found to influence the customer service of the company. The customer service practices of the company were found to positively influence sales performance. The rate of the company‟s attendance to customer complaints and trustworthiness of the company were found to positively influence sales performance. Customer service was found to partially mediate the relationship between the consultative personal selling strategy of the company and the sales performance of the company. Based on these findings, the study recommends the improvement of the consultative and system personal selling strategy of the company and pay greater attention to customer complaints. KNUST 2025-06-20T11:26:36Z 2025-06-20T11:26:36Z 2017-11 Thesis https://ir.knust.edu.gh/handle/123456789/17355 en application/pdf KNUST |
| spellingShingle | Agarigo, Williams Anamziriya The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title | The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title_full | The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title_fullStr | The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title_full_unstemmed | The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title_short | The effect of personal selling on the sales of alcoholic beverages Ghana, the mediating role of customer service. |
| title_sort | effect of personal selling on the sales of alcoholic beverages ghana the mediating role of customer service |
| url | https://ir.knust.edu.gh/handle/123456789/17355 |
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