Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis

Manishimwe, Theoneste; Raimi, Lukman; Azubuike, Chidnma Julius

doi:10.1057/s41272-022-00383-w

Cited by 15 publications

(8 citation statements)

References 47 publications

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“…Jointly, Manishimwe et al (2022) noted that adopting MS during the COVID-19 pandemic improved the hotels capacities in all seven dimensions, so they have been strengthened and positioned to compete effectively in a client focused business environment.…”

Section: Literature Reviewmentioning

confidence: 99%

Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua – Peru

Delgado,

Malca,

Rivera

et al. 2023

J. of Law and Sust. Develop.

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Purpose: The general objective is to determine the effect of marketing strategies on the brand positioning of a tourist hotel, Bagua-Peru. Theoretical framework: The theory found allowed us to deepen the subject since, due to the pandemic, research in the tourism sector has increased, helping researchers to deepen the study. Design/methodology/approach: A mixed approach was used, under a basic, descriptive, and correlational type of research. Also, the non-experimental and phenomenological designs were considered, applying the survey made to 51 guests and interviewing 3 hotel employees, such as the manager, receptionist, and administrator. Findings: The descriptive results revealed that, when the marketing strategies are inappropriate, the brand positioning will be a completely inadequate. On the other hand, the inferential results indicated that both variables reached a r=0.663 and a Kendall's Tau-b of 0.656, thus indicating that both maintain a considerable positive correlation. Research, Practical & Social implications: If prices are based on three key points, as in the client, costs and competition, as long as the adequate distribution channels are considered according to the needs of the clients and an efficient booking system is implemented, and if we add announcements in the different physical and digital platforms that the company has, then it will be able to provide a good organizational communication allowing to achieve the objectives set and therefore this company will achieve the long-awaited brand positioning in the mind of the consumer. Originality/value: The lack of marketing strategies generates that the innovative characteristics of the products or services of the companies are not made known to their clients, and as a consequence the company does not have a marked differentiation from its competitors and does not achieve the market positioning.

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Section: Literature Reviewmentioning

confidence: 99%

Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua – Peru

Delgado,

Malca,

Rivera

et al. 2023

J. of Law and Sust. Develop.

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“…(2022) have established a positive relationship between customer-focus and business organization performance, while other studies including Husain et al . (2022) and Manishimwe et al . (2022) have established a significant negative relationship between customer-focus and business organization performance.…”

Section: Introductionmentioning

confidence: 97%

“…Yet, past research swork such as Pekovic and Rolland (2016) have ever more interrogated the universal acceptance of the positive effect of customer-focus on business organization performance as a result of varied outcomes from different studies. For instance, research studies such as Han et al (2021) and Setiyaji et al (2022) have established a positive relationship between customer-focus and business organization performance, while other studies including Husain et al (2022) and Manishimwe et al (2022) have established a significant negative relationship between customer-focus and business organization performance. As a result, there has been several recommendations from researchers emphasizing the need to conduct further studies to understand the type or nature of relationship between customer-focus and firm performance in diverse backgrounds (Abrokwah-Larbi, 2020).…”

Section: Introductionmentioning

confidence: 99%

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

Abrokwah-Larbi

2023

AJEMS

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PurposeThe purpose of this paper is to investigate the impact of customer-focus on small medium enterprise (SME) performance from the perspective of a resource-based view (RBV).Design/methodology/approachThis research study implemented a survey strategy to gather data from 255 respondents on the registered list of Ghana Enterprise Agency (GEA) in the eastern region of Ghana. Scales used to gather data were operationalized from previous research studies. A structural equation modeling (SEM) path analysis was used to estimate the impact of customer-focus on the performance of SMEs.FindingsThe outcomes of this study indicate that customer-focus has a significant positive impact on SME performance, hence backing the current demand for investigating the distinct influence of customer-focus on SME performance. The results show that customer-focus has a positive and significant relationship with financial performance, customer performance, internal business process performance and learning and growth performance, thus supporting the literature on the positive impact of customer-focus on SME performance. Therefore, customer-focus determinants used in this study, including co-creation, networking ties, customer insight and artificial intelligence marketing (AIM), are critical to the optimization of SME performance.Research limitations/implicationsNotwithstanding the importance of this research study mentioned earlier, the study has limitations. Notably, the sample size of this study can be increased to capture SME respondents in other geographical zones that were not included in this study. Future research studies may address how business environment conditions moderate the relationship between customer focus and performance, and also the cause-effect of the relationship between customer focus and business environment conditions on SME performance.Practical implicationsThe practical implications consist of two main items. First, this study empowers SME owners and managers to develop a customer focus technique as a central strategic goal in their quest for SME performance optimization. Second, SME owners and managers should progressively exploit the four determinants of customer focus which include co-creation, networking ties, customer insight and (AIM in order to accrue important resources for effective utilization of their customer focus competences as a way to enhance their performance.Social implicationsThis study is targeted at the sound development of SMEs to bring about poverty alleviation and employment. Poverty, unemployment and poor living standards are recognized as vital social challenges in most emerging economies. The establishment of customer focus as an important strategic capability provides opportunities for SME survival, profitability and growth.Originality/valueGenerally, the findings of this research study provide a strong backing to RBV perspective and the proposition that customer-focus and its determinants (i.e. co-creation, networking ties, customer insight and AIM) should be acknowledged as a vital strategic resource for optimizing the performance of SMEs. This research study also provides new knowledge contribution to the present body of knowledge on customer-focus orientation and management literature, particularly in the context of an emerging economy.

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“…Past reviews of studies concerning competitive pricing strategies lack a unifying approach to inter-disciplinarily structure research across economics, marketing management, and operations. Whereas Manishimwe et al ( 2022b ) 1 COVID-19 study of entrepreneurial marketing (EM) practices as a resilience strategy examines the customer-centric influence of EM on business performance of hotels during the COVID-19 crisis. Using a cross-sectional survey design, Manishimwe et al ( 2022b ) collected primary data from 578 owner-managers and top managers of 66 hotels using structured questionnaires.…”

mentioning

confidence: 99%

“…Whereas Manishimwe et al ( 2022b ) 1 COVID-19 study of entrepreneurial marketing (EM) practices as a resilience strategy examines the customer-centric influence of EM on business performance of hotels during the COVID-19 crisis. Using a cross-sectional survey design, Manishimwe et al ( 2022b ) collected primary data from 578 owner-managers and top managers of 66 hotels using structured questionnaires. Three regression estimations were reported.…”

mentioning

confidence: 99%

How COVID-19 changed things and what we did about it

Yeoman

2022

J Revenue Pricing Manag

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Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis

Cited by 15 publications

References 47 publications

Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua – Peru

Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua – Peru

The impact of customer-focus on the performance of business organizations: evidence from SMEs in an emerging West African economy

How COVID-19 changed things and what we did about it

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