E-MARKETING AND ORGANIZATIONAL PERFORMANCE IN HOSPITALITY INDUSTRY: A STUDY OF SELECTED PORT HARCOURT CITY HOTELS IN RIVERS STATE NIGERIA
Abstract
This study examined E-Marketing and Organizational Performance in the Hospitality Industry in selected Port Harcourt city hotels. Two (2) hypotheses were tested in the study which adopted the descriptive survey as the working design. The population of this study consisted of selected hotels operating in Port Harcourt city. A size of 161 was determined by using Taro Yamane, (1970) sample size determination technique, while 126 out of the 161 questionnaires were retrieved and used for the study. The Pearson Product Moment Coefficient was used for the hypotheses testing at a significance level of 0.05. Findings from the study showed that there is a positive relationship between E-mail Marketing and Organizational Performance. However, the result showed a strong positive relationship of 0.792. The findings also revealed that there is a significant relationship between Social Media and Organizational Performance. However, the result showed a strong positive relationship of 0.852. The study concluded that those in the service sector especially hotels should embrace E-marketing as an organizational tool for enhancing organizational performance.
Downloads
References
Asikhia, O. U. (2009). The Moderating Role of E-Marketing on the Consequences of Market Orientation in Nigerian Firms. International Journal of Business and Information, 4(2), 243-270.
Asikhia, O. U. (2009). The Moderating Role of E-Marketing on the Consequences of Market Orientation in Nigerian Firms. International Journal of Business and Information, 4(2), 243-270.
Avlonitis, G. J., & Karayanni, D. A. (2000). The Impact of Internet Use on Business-to Business Marketing. Industrial Marketing Management, 29, 441-459.
Baker, W. E., & Sinkula, J. M. (2005). Market Orientation and the New Product Paradox. Journal of Product Innovation Management, 22(6), 483-502.
Banerjee, S., & Dash, S. K. (2011). Factors Influencing Scope and Acceptability of E detailing as a Pharmaceutical Marketing Communication Tool in Emerging Economies like India: Views of the Company Personnel. International Journal of Pharmaceutical and Healthcare Marketing, 5(2), 153-168.
Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is E-marketing Coming of Age? An examination of the Penetration of E-marketing and Firm Performance. Journal of InteractiveMarketing, 21(1), 1-22.
Dann, S., & Dann, S. (2011). E-marketing theory and application (1st ed.). United Kingdom: Palgrave Macmillan
Egan, T. M., Yang, B., & Bartlett, K. R. (2004). The Effects of Organizational Learning Culture and Job Satisfaction on Motivation to Transfer Learning and Turnover Intention. Human Resource Development Quarterly, 15, 279-301.
El-Gohary, H., Trueman, M., & Fukukawa, K. (2010). Understanding the Factors Affecting the Adoption of EMarketing by Small Business Enterprises. E-Marketing, 909-930.
Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.
Firer, S., & Williams, S. M. (2003). Intellectual Capital and Traditional Measures of Corporate Performance. Paper Presented at the 6th World Congress on Intellectual Capital. Journal of intellectual capital, 4(3),348-360.
Folasade, A.A Ogunrinade, R & O. Samuel (2018) investigated E-Marketing and Organizational Performance: A Study of Five Manufacturing Companies in Oyo State, Nigeria. South Asian Journal of Social Studies and Economics 1(4): 1-9, 1-9
Harridge-March, S. (2004). Electronic Marketing, the New Kid on the Block. Marketing Intelligence & Planning, 22(3), 297-309
Hossinpour, M., Hasanzade, M., & Feizi, M. (2014). The Impact of E-marketing on Life and Investment Insurance Sales with emphasis on Internet. Kuwait Chapter of Arabian Journal of Business andManagement Review, 3(8), 235-245.
Lamarque, E. (2004). Marketing et Stratégie de La Banque, 4e éd, Dunod, Paris
Lebans, M., Euske, K. (2006), A conceptual and operational delineation of performance, Business Performance Measurement. Cambridge University Press
Letangule, S. L., & Letting, N. K. (2012). Effect of Innovation Strategies on Performance ofFirms in the Telecommunication Sector in Kenya. International Journal of Management and Business, 2(3), 75-78.
Lohse, G., Bellman, S. and Johnson, E. (2000). Consumer buying behavior on the Internet: Findings from panel data. Journal of Interactive Marketing, 14(1), 15-29
Lwiza, D. R., & Nwankwo, S. (2002). Market-driven Transformation of the Banking Sector in Tanzania. International Journal of Bank Marketing, 20(1), 38-49.
Njeru, W. G. (2013). Market Orientation, Marketing Practices, Firm Characteristics, External Environment and Performance of Tour firms in Kenya (Unpublished Doctoral Dissertation). School of BusinessUniversity of Nairobi, Kenya.
Omar Mobydeen, W.A (2021) did a thesis on the impact of digital marketing practices on the organizational performance in the mobile phone companies in Jordan. Near East University Institute Of Graduate Studies: Business Administration Programme
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (9th ed.). India: Dorling Kindersley
Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2011). Integrating Information Technology and Marketing: An Examination of the Drivers and Outcomes of E-Marketing Capability. Industrial Marketing Management, 40, 162-174.
Tsiotsou, R. H., &Vlachopoulou, M. (2011). Understanding the Effects of Market Orientation and E-marketing on Service Performance. Marketing intelligence and planning, 29(2),144-155.
Wreden, N. (1999). Mapping the Frontiers on Email Marketing. Harvard Management Communication Letter 9.
Yang, K., Min, J. and Garza-Baker, K. (2018). Post-stay email marketing implications for the hotel industry: Role of email features, attitude, revisit intention and leisure involvement level. Journal of Vacation Marketing, 25(4), 405-417.
Copyright (c) 2022 Uboegbulam, Gideon Chukwunwem
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties and that the Article has not been published elsewhere. Author(s) agree to the terms that the GPH Journal will have the full right to remove the published article on any misconduct found in the published article.
