EFFECT OF SERVICE QUALITY ON SALES PERFORMANCE OF CONSUMER GOODS; CASE STUDY OF FAN MILK NIGERIA PLC, IBADAN
Abstract
This research conducted was to examine the effect of service quality on sales performance of
consumer goods. The objectives in achieving the topic are; to examine the effect of tangibility on
sales performance of consumer goods; to examine the effect of reliability on sales performance of
consumer goods; and to examine the effect of assurance on sales performance of consumer goods.
The study used descriptive cross-sectional research design. The area of the study was Ibadan, Oyo
State and the population of the study comprises of management, and staff of Fan Milk Nigeria Plc,
Ibadan, Oyo State. Sample for the study therefore was 220 sampled of management, and staff of
Fan Milk Nigeria Plc, Ibadan, Oyo State. The primary data was collected through the use of a
structured questionnaire and was analysed through descriptive and inferential statistics. The study
revealed that tangibility, reliability and assurance has significant effect on sales performance of
consumer goods. It was recommended that; According to the analysis, fan milk of Nigeria to make
their product visually appealing to their customers, which includes keeping their employees neat.
Improved tangibility of services will improve their sales performance. Organization should ensure
that they are reliable in providing services to their customers; this will improve their sales
performance. Reliability can be improved by ensuring that responses are provided within the time
frames specified and reassuring customers when problems arise. Management should also ensure
that their product is of quality and dependable. According to the study, management should hire
trustworthy employees who
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