Supply chain agility and marketing performance of hotels in Rivers State
Abstract
The purpose of the research was to examine the connection between marketing success and the agility of the supply chains of four-star hotels in Rivers State. A nomothetic and quantitative methodological stance informed the study's guiding principles. To recruit participants, the researchers used a cross-sectional survey methodology. Eleven point seven hotel employees from four-star establishments in Rivers State make up the study's population. Using Spearman's Rank Correlation Coefficient, four hypotheses were examined statistically. Results from these analyses indicated significant, positive and strong relationships between the dimensions of supply chain agility (accessibility and flexibility) and measures of marketing performance (cost efficiencyand on-time delivery). Based on the findings, this study concluded that supply chain agility is a veritable and strategic tool that has the capability of improving the marketing performance of hotels. This study therefore, recommended that hotel management should focus on supply chain lead-time and adopt an end-to-end supply chain automation considering the repetitive changes of the customer needs and market competition, as this would lead to improve performance. Lastly, management of four-star hotels should build collaborative network among competent suppliers, as these actions would result to access to useful information that addresses unforeseen challenges in times of scarcity of material inputs.
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