SALES PROMOTION AND CUSTOMER LOYALTY
Abstract
Bringing to the knowledge of consumers the various offerings by a business organization is the aim of sales promotion. This research work investigated the effect of sales promotion on customer loyalty. One of the objectives of this research work is to determine the extent of the relationship between trading stamps and satisfaction of customer. The various theses postulated in this research work were tested with the use of chi square and population of the study was drawn from Warri delta state. The research work concluded that Sales promotion however have diverse important roles to play. No particular tool (promotion) should be regarded as being more important than the other. Each tool (promoting) depends on the types of products embarked upon by the manufacturing firms. One of the recommendations put forward in this research work is Firms should combine sales promotions with other promotion such as advertising so that awareness of the brand name and benefits accruing from such product can be created. This invariably creates room for benefit orientation.
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