Research Article

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

Okorie Chiyem1*, Inoni Oghenenyerhovwo Rita2
1 Department of Marketing, Faculty of Administration and Management, Delta State University of Science and Technology, Ozoro, Delta State Nigeria
2 Department of Marketing, Dennis Osadebe University, P.M.B. 95074, Asaba, Delta State, Nigeria
* Corresponding author: chiyemokorie.edu@gmail.com
Published: Jul, 2025
Pages: 168-183

Abstract

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.

Keywords

Innovative marketing service delivery hospitality industry customer satisfaction loyalty.

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How to Cite

Chiyem, O., & Rita, I. O. (2025). Effects of Innovative Marketing on Service Delivery in Hospitality Industry: A Study of Hotel Customers in Asaba Metropolis, Delta State, Nigeria.. Management Sciences Horizon Journal, 1(1), 168-183.

O. Chiyem, and I. O. Rita, "Effects of Innovative Marketing on Service Delivery in Hospitality Industry: A Study of Hotel Customers in Asaba Metropolis, Delta State, Nigeria.," Management Sciences Horizon Journal, vol. 1, no. 1, pp. 168-183, July 2025.

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