Oreagba, Oluwakemi T. and Covenant University, Theses (2021) SERVICE MARKETING IMPERATIVES, LEADERSHIP COMPETENCIES AND SUSTAINABLE MARKET PERFORMANCE OF SELECTED HOTELS IN LAGOS, NIGERIA. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, Covenant University Ota..
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Abstract
The increasing importance of service in today’s business environment has dominated most economies around the world. The hotel industry is on the fast rise to becoming one of the contributors to GDP; it is overwhelmed with innovation, technology and service environment, which has affected customers’ decision to repeat the purchase of service rendered to them in the hotel. These, however, have obliged service managers to be equipped with relevant leadership competencies that would enable them to facilitate service operations from the initial stage of internal marketing to the ultimate goal of sustainable market performance. The main objective of this study is to examine the moderating effect of leadership competencies on service marketing imperatives and sustainable market performance. The study adopted a mixed-method using a structured questionnaire and semi-structured interview. A total of 541 copies of the questionnaire to both customer-contact employees and managers in eight (8) hotels in Lagos, Nigeria, was administered. At the same time, the researcher interviewed 28 managers involved in the service encounter. The study adopted multiple sampling techniques: stratified and purposive sampling techniques to select the respondents. The data were analysed using PLS-SEM and Thematic Analysis. The quantitative findings revealed that internal marketing has a statistical significance on marketing innovation (β = 0.566, t = 16.241, p-value = 0.00); interactive marketing has a significant effect on revenue growth (β = 0.559, t = 15.003, p-value= 0.00); external marketing has a statistical effect on profitability (β = 0.547, t = 13.191, p-value= 0.00); service marketing imperatives has a statistical significance in predicting sustainable market performance (β = 0.726, t = 26.897, p-value = 0.00) and leadership competencies could moderate the relationship between service marketing and sustainable market performance (β = -0.132, t = 4.178, p-value = 0.00). The qualitative findings revealed the following themes; employee management, customer experience, interpersonal relationships and hotel manager competencies; they are important contributors to service marketing, leadership competencies and sustainable market performance. The study recommends that appropriate marketing strategies to build customer loyalty should be implemented to promote and enhance profitability. It also recommends that hotel managers should train, develop and orientate the customer-contact employees with the necessary knowledge and skills. Furthermore, it recommends that hotel managers should be people-oriented to encourage teamwork and facilitate training.
| Item Type: | Thesis (["eprint_fieldopt_thesis_type_phd" not defined]) |
|---|---|
| Uncontrolled Keywords: | Hotel, leadership competencies, service marketing imperatives, sustainable market performance |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 17 Jan 2022 10:09 |
| Last Modified: | 17 Jan 2022 10:09 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15570 |
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