Exploring the Relationship Between Professional Commitment and
Sales Success in Educational Publishing in Southwestern Nigeria

Sunday Omoniyi Obiyinka

doi:10.56201/ijmcs.v9.no8.2025.pg91.100

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Exploring the Relationship Between Professional Commitment and Sales Success in Educational Publishing in Southwestern Nigeria

Sunday Omoniyi Obiyinka

Abstract

This study examines the relationships between three forms of organizational commitment - Affective Commitment (AC), Continuance Commitment (CC), and Normative Commitment (NC) and their impact on sales performance (SP) among sales personnel in the educational publishing sector in Southwestern Nigeria. The study aims to identify how these forms of commitment influence sales outcomes. Data were collected from 361 sales personnel employed by educational publishing firms in Lagos and Oyo states, using a structured questionnaire to measure levels of commitment and sales performance. Pearson’s correlation and multiple regression analyses were performed to explore the relationships between commitment types and sales performance. The results reveal a strong positive relationship between Affective Commitment (AC) and Sales Performance (SP) (r = 0.65, p < 0.01), indicating that employees who feel emotionally connected to their organization tend to perform better in sales. A moderate positive relationship was found between Continuance Commitment (CC) and Sales Performance (SP) (r = 0.45, p < 0.05), suggesting that personnel who perceive the costs of leaving the organization tend to perform better, though this effect is weaker than that of Affective Commitment. In contrast, Normative Commitment (NC) showed no significant correlation with Sales Performance (r = 0.12, p > 0.05), suggesting that moral obligation alone does not significantly affect sales outcomes in this context. The regression analysis further revealed that Affective Commitment was the most significant predictor of sales performance (? = 0.58, p < 0.01), followed by Continuance Commitment (? = 0.26, p < 0.05). Normative Commitment had no significant effect on sales performance (? = 0.06, p > 0.05). These findings emphasize the importance of fostering emotional engagement in sales personnel to improve performance outcomes. Based on these results, it is recommended that educational publishers foc

Keywords

Affective CommitmentContinuance CommitmentNormative CommitmentSales PerformanceEducational Publishing

References

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Exploring the Relationship Between Professional Commitment and Sales Success in Educational Publishing in Southwestern Nigeria

Abstract

Keywords

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