PHD-Department of Hospitality Management

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Browsing PHD-Department of Hospitality Management by Subject "Nigeria"

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    Social Media Marketing Acceptability among Restaurants on Customers Relationship in Katsina State, Nigeria By
    (Kenyatta University, 2020) Mani, Usman Lawal A.
    Social Media has become a good marketing and quality management tool for restaurants and other hospitality sectors. Restaurants continue to be a difficult place for entrepreneurs to explore business opportunities, but by understanding common challenges, owners may be able to develop unique strategies to increase their chances of success on maintaining customer relationship. The major aim of the study was to identify how acceptable social media is in creating restaurant employees and customers’ relationship. The state is made up of three zones namely; Katsina, Funtua and Daura zones. Social media become an important source of information for restaurants and its platforms that smooth the progress of sharing information have been developed. Psychological ownership and social penetration theories of relationship were reviewed in the study to see how relationship developed from non-intimate to intimate. Cross-sectional descriptive survey was adopted in conducting the study and quantitative and qualitative data were collected from both primary and secondary sources. The study targeted 2907 staff and guests of these restaurants in the study area. From the 98 total registered restaurants in the study area, systematic sampling was adopted in sampling 49 restaurants from the three zones in the study area from which sample size was selected. The staffs from the selected restaurants were segregated into operational and managerial categories using cluster sampling method. Purposive sampling was used in sampling the managerial staff while simple random sampling was used on operational staff. From the study population confidence interval approach formula for sample size was adopted to select 481 respondents as the sample size. Two questionnaires were used as instrument for the study, one for operational staff and the other for guest. Pre-test of the instrument was done to avoid any ambiguous and bias questions. The questionnaire which is self analytical likert scale type questions were personally administered to respondents and responses collected were used for the quantitative analysis while qualitative data was collected from the results of the interview conducted with the managerial staff and used for the analysis. The data collected was analyzed in SPSS 21, using descriptive statistics, inferential and regression analysis and Chi-square was used for testing the hypothesis. The research found that there was positive correlation between social media marketing acceptability and restaurant customers’ relationship which was statistically significant (p< 0.05). Findings also indicated that both staff and guests of the restaurants rated social media marketing acceptability highly acceptable. The most important social media marketing factors were ‘frequency of usage,’ ‘tools in use,’ and ‘social-interactive engagement.’ Exploring the social media marketing predictor variables of customers’ relationship, this research revealed that ‘frequency of usage’ and ‘creators’ is ranked among the high predictors of customer relationship followed by ‘tools in use’ and ‘social media consumption.’ Overall, it was concluded that both staff and guests of the restaurants regards effective and efficient social media sites as the leading factor of their acceptance of social media as a marketing tool. It was reiterated that satisfied staff and guests posed positive perception about social media marketing acceptability, while dissatisfied ones developed negative perception and disregard social media as a good marketing tool.
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    Sustainable Waste Management: Awareness and Practices Among Classified Hotels in Bauchi State, Nigeria
    (Kenyatta University, 2019-10) Adebitan, Esther Olaitan
    Waste generation and unsustainable waste management practices are among the reasons for environmental degradation with all of its attendant negative implications. Hotels are responding to the global challenge of mitigating the effects of environmental degradation by innovatively moving away from the traditional methods of waste management such as wastefulness, waste land filling and waste burning to more sustainable methods such as waste avoidance, reduce, reuse, recycle and more recently, waste to energy techniques. Minimum study have been done on how environmental awareness relates with sustainable waste management practices among hotels in Bauchi State, Nigeria. Based on five relevant theories, the objectives of the study determined the levels of hotels operators‟ awareness of SWM methods, possible impacts of unmanaged waste, waste related environmental regulations and how these influence SWM practices among the hotels, and in addition, the mediating effect of perceived benefits of SWM on the relationship between awareness and practices of SWM. The study used cross-sectional descriptive survey design which involved both quantitative and qualitative approaches. The study area was Bauchi State and target population was made up of the 49 classified hotels from where 245 respondents were drawn. Purposive sampling was used to select the 158 managers and departmental heads from available 42 hotels. A structured questionnaire, interview schedule and observation checklist were used to collect data. Descriptive statistics was used to determine variable characteristics of the study while Pearson correlation was used to establish patterns of relationships and associations of the study variables. Multiple regression analysis was used to determine significant variable predictors and test hypotheses of the study. Results revealed: that hotels operators in Bauchi State are aware of SWM methods to a moderate extent with greater level of awareness existing among the higher classes of hotels; that hotels‟ levels of awareness does not correspond to the extent of practice which was to a small extent; that there is a significant relationship between awareness of possible impacts of waste and practices but no significant relationship between awareness of waste related environmental regulations and SWM practices. The Pearson correlation matrix results indicated: awareness of SWM (r=0.258, p=0.001), awareness of possible impacts of unmanaged waste (r=0.301, p=0.000) and awareness of waste related environmental regulations (r=0.123, p=0.125) collectively had positive significant relationship and association with SWM practices. The regression analysis coefficient of R=0.370 and adjusted squared coefficient of R2= 0.120 were established implying that the study variables explained 12.0% of the variations of SWM practices. Perceived benefits of SWM with 0.172 point has partial mediating effect on the relationship between awareness and practices of SWM among the hotels. The study revealed that awareness of SWM methods and awareness of possible impacts of unmanaged waste were the significant positive variable predictors of SWM practices among the hotels and concluded that an improvement in these two predictors will cause positive significant improvements in SWM practices. The study therefore, recommends for reinforcement in the levels of awareness of these significant variable predictors for improvement in SWM practices among classified hotels in Bauchi State, Nigeria. The study also recommended for further research on the factors which determine guests‟ environmental behaviors in Bauchi State in particular and in Nigeria in general.