As the competitive environment becomes increasingly fierce, the most important for industry players is nurture and keep loyal customers who will contribute to their long-term growth and profitability. The sales force is involved in the critical business of accomplishing sales objectives and customer satisfaction, which provides the basis for organisational existence and profitability. Given the importance of the salesforce as an organization’s primary revenue generator and the principal point of contact with customers, understanding how managers and salespersons in Ghana appreciate their role in the business/customer interface is likely to produce beneficial outcomes. This study explores the roles and responsibilities of the salesforce in delivering customer value and satisfaction. The sample is drawn from Ghana Breweries Limited, a major player in the beer industry in Ghana. Using questionnaires to measure the perceptions of sales managers and salespersons, we find that overall, managers and salespersons perceive their roles, qualities and responsibilities to be relevant for customer satisfaction. Implications of the findings for sales management are drawn.
Keywords: Customer Satisfaction, Customer value, Qualities, Salespersons Roles
