RELATIONSHIP MARKETING AND SUSTAINABLE COMPETITIVE ADVANTAGE OF HOTEL BUSINESS IN OGUN STATE, NIGERIA

Abstract

This paper to investigate the nexus between relationship marketing and sustainable competitive advantage of hotel business in Ogun state Nigeria. The study adopted the cross-sectional survey research design. The population of the study consists of the management staffs of hotels in Ogun state, Nigeria. Implying an infinite population, a sample size of 384 was used for the study as the study relied on Krejche and Morgan (1970) in sample size determination. A validated questionnaire was administered and a total of 301 was retrieved for analysis. The data collected were analyzed using multiple regression analysis. Findings revealed that relationship marketing dimensions (Trust and commitment) have a significant effect on sustainable competitive advantage of hotel business in Ogun state, Nigeria (Adj. R2 = 0.222, F (2, 299) = 43.968, p<0.05). It is recommended that managers on hotel businesses in Ogun state and Nigeria at large should ensure adequate implementation of an effective relationship marketing practices in order to achieve a sustainable competitive edge over other competing firms.