CORPORATE IDENTITY MANAGEMENT: A PANACEA FOR ORGANISATIONAL PERFORMANCE OF HOTELS IN RIVERS STATE
Abstract
The aim of this research was to investigate the relationship between corporate identity management and organizational performance of hotels in Rivers State. Drawing from its theoretical baseline, the study was anchored on resource-based theory and relational-view theory. Cross-sectional survey design was used in accessing the study’s subjects. The population of the study comprised of staff of four-star hotels in Rivers State. Data obtained through this process were analyzed and a total of 5 hypotheses were tested using Regression Analysis. Findings from these tests revealed a positive and significant correlation between the dimensions of corporate identity management (corporate reputation and corporate communication) and the measures of organizational performance (organisational growth and marketing effectiveness). The study concluded that corporate identity management has been confirmed to be reliable management tool to help improve organizational performance. Based on the conclusion, the study therefore recommended that management of 4-star hotels to in building and maintain their identity, management are encouraged to design and implement services that are appealing to stakeholders and the public. This will bring about stakeholders’ endorsement and reputation for the banks. In order to enhance organisational performance, management of 4-star hotels are expected to disseminate vital information about the organization's corporate existence and value propositions on one hand, and to also coordinate inter-departmental flow of information in order to ensure that the corporate marketing strategies are understood and implemented by every employee of the organization.
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