Effects of Innovative Marketing on Service Delivery in Hospitality Industry: A Study of Hotel Customers in Asaba Metropolis, Delta State, Nigeria.

This study examined the effect of innovative marketing on service delivery in
hospitality Industry, focusing on hotel customers in Asaba metropolis, Delta state,
Nigeria. The hospitality industry faces intense competition, and traditional marketing
strategies are no longer sufficient to differentiate businesses and drive customer
loyalty. Despite the growing importance of innovative marketing, many hospitality
businesses struggle to effectively leverage these strategies to improve service delivery
and enhance customer experiences. As a result, there is a need to investigate the impact
of innovative marketing on service delivery in the hospitality industry and identify
effective strategies for improving customer satisfaction and loyalty. The main
objective of the study is to ascertain the effect of innovative marketing on service
delivery in hospitality using parameters such as responsiveness, ambiance, new
processes and technology, and customers’ involvement. Hypotheses and research
questions were formulated according to the objectives of the study. The population of
the study was customers of five hotels in Asaba metropolis, Delta State in which the
sample size was 310 which was obtained using Chuchhill and Brown formula, and was
drawn through stratified random sampling. The study employed a survey research
method, and used questionnaire as the survey instrument. Descriptive statistics were
used to present the data while multiple linear regression was used to test the hypotheses
using SPSS, version 20. Result showed responsiveness has a significant positive effect on innovative marketing. Again ambiance, process and technology, customers
involvement have significant positive effects on innovative marketing. Further
research was suggested on the topic in other regions of the country.