ETHICAL BEHAVIOUR OF SALES FORCE ON CUSTOMER LOYALTY IN NIGERIA

SUMMARY

This study provides evidence on the influence of ethical behaviour of sales force on customer loyalty in Nigeria. To facilitate the study, various hypotheses were tested on the relationship among the variables using Analysis of Variance (ANOVA) via the Statistical Package for Social Sciences (SPSS, Version 24.0) to empirically examine the relationship. In particular, the following specific findings were made from the empirical analysis:

1. There is no significant relationship between ethical behaviour of sale force and customer loyalty in Nigeria.
2. There is a significant relationship between ethical behaviour of sale force and customer trust in Nigeria.
3. There is no significant relationship between ethical behaviour of sale force and customer satisfaction in Nigeria.
4. There is a significant relationship between ethical behaviour of sale force and customer commitment in Nigeria.