European Journal of Hospitality and Tourism Research (EJHTR)

EA Journals

Customer loyalty

Digital Marketing and Consumer Behavioral Pattern of Fast Food Business Enterprises in Yenagoa, Bayelsa State (Published)

The study examined the relationship between digital marketing and consumer behavioral pattern in fast food business enterprises in Yenagoa, Bayelsa State. Two dimensions of digital marketing which were social media marketing and email marketing were adopted for the study to narrow down the scope, and also customer loyalty was adopted as a measure of consumer behavioral pattern to enable the study  ascertain the relationship between the two variables. Both variables were analyzed extensively alongside their dimensions and measure. The conducted a survey of empirical works on the subject matter, forming a basis for the establishment of the justification for the study. The study adopted the Commitment Trust Theory developed by Robert and Shelby (1994), which is premised on the value of trust and commitment to the buying behaviour of customers. In order to further the study, primary data was generated from the administration of 200 copies of a questionnaire to a total of 200 customer respondents of the fast-food enterprises in Yenagoa, Bayelsa State. The Pearson correlation coefficient method was used in the analysis of the data to establish a relationship between the variables, and pointed to a positive relationship between both social media, and email marketing as dimensions of digital marketing, and customer loyalty as a measure of consumer behavioral pattern

Keywords: Customer loyalty, Digital, Email, Marketing, Social media, consumer behavioral pattern

Enhancing Business Performance through Corporate Strategy: A Post Covid-19 Hotel Operations Management Technique (Published)

As operations managers grapple with the challenges posed by the “Covid 19” pandemic on hotel business operations, the need for constant review of corporate strategy becomes imperative. This study advocated that the diversification strategy can be used by hotel management teams to improve on performance. The study which was targeted at hotels in Port Harcourt adopted a cross-sectional survey design; and used a sample of 380 respondents which included hotel operations managers as well as customers to perform the analysis. The findings of the study revealed that corporate strategy which was dimensioned by diversification strategy has a significant and positive relationship with business performance which was measured by customer loyalty and customer satisfaction. The study concluded that, a well-planned corporate strategy improves the performance of hotels in Port Harcourt and can serve as a technique for coping with the challenges posed by the “Covid 19” pandemic. The study recommended that hotel operations managers, directors and other stakeholders in the industry should continuously review their business strategy and endeavor to integrate diversification into their corporate strategy so as to enhance their performance.

Keywords: Customer Satisfaction, Customer loyalty, diversification strategy, operations challenges and operations management

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