CHAPTER I

INTRODUCTION

Background of the Study

In today’s challenging environment, companies totally based on customer satisfaction

because customers are the key factors of the company’s success that is why customer satisfaction
is playing an important role to sustain competitive advantage in the market.

Customer satisfaction has been considered as the heart of victory in today’s highly
competitive world of organizations. The behavior of sales personnel are very important in
maintaining customer satisfaction because sales personnel are presenting the name of their
organization, their obligations are to get the trust and loyalty of their customers to ensure the
success of the company.

Sales personnel are employees who are tasked with getting new clients, retaining old
customers, finding and promoting products, and overseeing regular purchases. They can be
hourly, salaried or commissioned employees, depending on the business hiring them. Many sales
personnel fall into the trap of describing their products and services to their prospects. In this age
of information overload, it’s likely your prospect already knows all about what you offer.
Instead, start by identifying the problems your prospects are facing. You can then frame the
solutions you present in terms of their specific problems. This will make your prospect feel
understood and validated and more likely to get excited about the value you offer.

The researchers chose this study to determine the percentage of customers who are
satisfied and unsatisfied on the service of sales personnel in the different department stores in
Tacurong City.

The purpose of this research is to determine if the customers are satisfied on the
behaviors of sales personnel in the different department stores in Tacurong City, to identify if
there are any complaints about the behavior of the sales personnel.
 So the researchers conduct this topic to know if the sale personnel do their job as sales
representative. To know if the sales person is effective in conducting marketing strategy, to know
more about their behavior, and to know if the customers are satisfied on their behavior as a sales
personnel.

Statement of the Problem

The study seeks to find out the satisfaction of the customers on the behavior of the sales
personnel of department stores here in Tacurong City.

Specifically, it aims to answer the following questions:

1. Does sales personnel behavior affect Customer Satisfaction?

2. Are the customers satisfied on the behavior of the sales personnel?

3. Does sales personnel do their job as sales representative of department stores

Scope and Delimitation

This study is about the customer satisfaction on the behavior of department stores, sales
personnel and will be conducted in the different department stores in Tacurong City.

The main purpose of choosing the customers as respondents is to attain more accurate
and reliable answers. A total of 40 customers in every department stores will be selected to
answer the questionnaires given by the researchers.

This study is only in the department stores around Tacurong City and excludes the
department stores outside Tacurong City.

The study will just focus on the behavior of the department stores’ sales personnel. The
researchers will examine the results carefully to assure that the outcome will be successful.

Significance of the Study

This study will help the business in knowing what alternatives they should do in keeping
customers satisfaction in terms of sales personnel’s behavior ,it includes proper training of their
employees and hiring the right person who has the ability to increase the sales of the company's
products, the study will also help the sales personnel on their job as sales representative on what
inappropriate behaviors they must change in order to earn customer loyalty and to keep their
customers satisfied this study will help the awareness of the importance of sales personnel
behavior and its effects on the growth of the business ,the future researchers can also use this
study as their reference or guide in conducting their own research.

Conceptual Framework

Independent Dependent

Sales Personnel Customers'

Behavior Satisfaction

Figure 1: Conceptual Framework

The figure above shows the connectedness of sales personnel behaviors to the satisfaction
of customers on how their behaviors affect their customers and the sales of the company and
what are the positive and negative effect on the business through this diagram the researcher will
identify if the behavior of the sales personnel can affect customers satisfaction.

Definition of Terms

Behavior – The most important attitude that we need to apply to our self. Behavior give us
knowledge to know if the people that we can encounter is good or bad.

Customers – The one who need by the company to grow up to their business. Customers are the
key to be a successful in the industry of business. Customer is a person or organization with a
want or need who is willing to give money for their personal needs and wants.

Department Store - It is a large stocking many varieties of goods in different he can buy our
needs and wants in there. Through this the customers can purchase all their requirement under
one roof and customers need not to go from one shop to another for making purchases.
Sales Personnel – The one who is maintaining the relationship of the company to their
customers. They are the employees who are tasked with getting new client, new customers and to
ensure the trust of their customers.

Tacurong City – It is the location where the research conducted only for department.