Sustaining Competitive Advantage in Private Universities: A case study of Southern Region of Nigeria

WARA, HELEN UZEZI and Adeniji, A. A. and IGBINOBA, EBEGUKI EDITH and Wara, S.T. (2021) Sustaining Competitive Advantage in Private Universities: A case study of Southern Region of Nigeria. The Journal of Organizational Management Studies, 2021. ISSN 2166-0816

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Abstract

A limited number of persons can afford the fees of private universities; hence, enrolment determines survival. The choice of those who can afford the fees depends on the institution's corporate reputation. In a service-providing organization, the development and sustenance of a strong brand is seen as the principal function of the Marketing and Corporate Affairs Unit. This practice relegates the employees of other departments in the drive for competitive advantage and corporate reputation. The objective of the study is to determine the effect of Employee-based brand equity (information generation and knowledge dissemination) on financial performance. The study adopted the quantitative research method, using the questionnaire as the research instrument. 700 questionnaires (soft and hard copies) were administered to six private universities’ staff in the nation’s southern region. The randomly selected respondents returned 594 copies of the questionnaires. The data collected were analyzed using the Structural Equation Model, specifically the Partial Least Square. The tested hypotheses revealed that information generation and knowledge dissemination have a significant effect on financial performance. The findings revealed that the perceived corporate reputation of the universities by the employees affected their relationship with the institutions' external customers. The study recommends that the managers of private universities should educate employees on institution's brand promise and establish a feedback mechanism that enables employees report their experiences on the field with external customers. Such feedback should be injected into the decision–making processes and individual knowledge should be institutionalized.

Item Type:	Article
Uncontrolled Keywords:	Employee-Based Brand Equity, Corporate Reputation, Competitive Advantage, Private Universities
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Engineering, Science and Mathematics > School of Engineering Sciences Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Patricia Nwokealisi
Date Deposited:	06 May 2024 16:09
Last Modified:	06 May 2024 16:09
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/17959

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