Engagement Marketing and Sales Representative Performance of Fast-Food Restaurants in Rivers State

Abstract

This study investigated the engagement marketing and sales representative performance of fast- food restaurants in Rivers State. The objectives of the study were to ascertain the extent to which cognitive processing and emotional commitment, which are the dimensions of engagement marketing, relate to sales representative performance. The population of the study was sixty-six (66) registered fast food firms in Rivers State. The sample size of this study is 38 fast food firms. The respondents were branch managers, operations managers, and marketing managers. The one hundred and fourteen (114) respondents provided primary data that was used to ascertain the relationship between the variables. The primary data were collected through a structured questionnaire that was designed on a 5-point Likert scale of very high extent to low extent. Four (4) research hypotheses were tested using Pearson product moment correlation with the aid of the statistical package for social sciences to establish the relationships between the variables. The results of the test showed that cognitive processing and emotional commitment have significant and positive relationships with profitability and market share, and there is a moderate, positive, and significant relationship between emotional commitment, profitability, and market share-the measures of sales representative performance. Therefore, based on the findings, the study concluded that engagement marketing relates to the performance of sales representatives at fast food restaurants in Rivers State. The study recommended that fast food restaurant firms should enhance their engagement marketing in order to improve sales representatives' performance.

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