DEPARTMENT OF BUSINESS ADMINISTRATION

This study examined how service quality and operational challenges influence customer
loyalty in the Nigerian retail sector, using Phil Hallmark, Benin City, as a case study. In
an increasingly competitive retail environment, the research aimed to determine if core
service delivery alone is sufficient to guarantee long-term customer patronage. The study adopted a survey research design, using a structured questionnaire
administered to a sample of 100 respondents. The reliability of the research instrument
was confirmed with an overall Cronbach’s Alpha coefficient of 0.825. Data was analysed
using descriptive statistics to assess customer perception and inferential T-tests to test the
formulated hypotheses at a 0.05 level of significance. The findings revealed that service quality has a highly significant positive influence on
customer loyalty (t=8.440, p<0.05). The store performed exceptionally well in reliability
and cleanliness (92% agreement). However, a significant gap was observed between high
satisfaction and actual loyalty behaviours, such as advocacy. The study further identified
that specific challenges, such as the lack of loyalty rewards and product unavailability
significantly affect the ability to retain customers (t=9.442, p<0.05). The study concludes
that while excellent service quality is a necessary foundation for satisfaction, it is
insufficient for retention when value-based incentives are absent

This study looked at how Coca-Cola Nigeria Plc's marketing strategy in Benin City was affected 0by product differentiation and market segmentation. The goal of the study was to ascertain how these tactics affect the company's competitive advantage, consumer preference, and marketing performance. Data was gathered from 400 respondents utilizing structured questions and a descriptive survey approach. Using SPSS version 29.0, the data were examined using multiple regression analysis, descriptive statistics, and Pearson correlation. The results showed that Coca-Cola's marketing strategy benefits considerably from product differentiation, suggesting that distinctive taste, packaging, and branding have a big impact on consumer behavior. However, market segmentation had a favorable but statistically negligible effect, indicating that without considerable distinction, segmentation by itself is not a reliable indicator of marketing success. The regression results also showed that the independent variables accounted for 28.1% of the variances in Coca-Cola's marketing strategy. The analysis comes to the conclusion that Coca-Cola's product diversification strategy, bolstered by modest segmentation initiatives, is the main factor driving the company's market success in Benin City. It suggests that Coca-Cola improve marketing efficacy and maintain brand competitiveness by fortifying its segmentation strategies and incorporating them with distinctiveness.

This study investigated the effect of sustainability practices on the corporate strategy of hospitality companies in Benin City. Specifically, it examined the influence of environmental sustainability, economic sustainability, social sustainability, sustainable innovation, and compliance with sustainability regulations on corporate strategic decision-making. A survey research design was adopted, targeting employees of registered hospitality firms in Benin City. A total of 354 copies of questionnaire were distributed, of which 318 were successfully retrieved and deemed usable for analysis, representing a retrieval rate of 89.8%. The data collected were analyzed using descriptive statistics such as frequencies, mean, percentages and inferential statistics such as the Pearson Correlation Coefficient and multiple regression analysis through the Ordinary Least Squares (OLS) technique via SPSS Version 24. The findings revealed that all five dimensions of sustainability practices positively and significantly influence corporate strategy. Social sustainability recorded the strongest effect, followed by regulatory compliance, environmental sustainability, sustainable innovation, and economic sustainability. Collectively, the five dimensions explained 75.7% of the variation in corporate strategy, indicating the high strategic relevance of sustainability practices in the hospitality sector. Based on these results, the study recommended that hospitality firms in Benin City deepen the integration of environmental and social sustainability into strategic planning, invest in sustainable innovations as competitive tools, and comply rigorously with regulatory requirements. Industry associations and government agencies are advised to support and monitor sustainability initiatives while incentivizing best practices

This study examined the effect of strategic marketing planning on company growth among selected firms in Nigeria. It focused on how strategic marketing planning implementation, customer acquisition, customer retention, and market research utilization influence firm performance. Using an ex-post facto research design and secondary data from company reports and official sources, the study employed correlation and multiple regression analysis with SPSS software. Findings revealed that market research utilization significantly enhances company growth, while strategic marketing planning implementation, customer acquisition, and customer retention showed positive but insignificant effects. The study concluded that strategic marketing planning
contributes to growth only when effectively supported by data-driven market research. It recommends that firms strengthen the execution of marketing strategies, balance customer management efforts, and integrate market intelligence into strategic decision-making for sustainable growth.

The removal of the petrol subsidy in Nigeria has led to a significant increase in fuel prices, posing serious economic challenges for small and medium-sized enterprises (SMEs). Given that SMEs contribute approximately 48% to Nigeria’s GDP and employ over 84% of the workforce, understanding how they adapt to rising fuel costs is critical. This study examines the impact of subsidy removal on SMEs, focusing on changes in pricing strategies, cost structures, automation investments, and diversification efforts. Using a mixed-methods approach, data is collected from SMEs across various sectors, including transportation, manufacturing, retail, and services. The study finds that rising fuel prices have forced many SMEs to increase product prices, optimize supply chains, and explore alternative energy sources. Additionally, some businesses are investing in automation and technology to reduce dependence on fuel, while others are diversifying their business models to mitigate risks. However, limited access to financing and economic uncertainty remain major barriers to these adaptive strategies. The findings of this study provide valuable insights for policymakers, suggesting the need for targeted support, such as tax incentives for automation, financial aid for SMEs transitioning to alternative energy sources, and infrastructure development to reduce reliance on costly fuel alternatives. The study contributes to existing literature by offering a holistic analysis of SME survival strategies in response to fuel price volatility in Nigeria.

This study was set out to determine the impact of Diversity and Inclusion, and Employee productivity. The specific focus include to examine the impact of demographics, Inclusion strategies, and pay equity on employee productivity. Also, there was the need to unveil the challenges of workplace diversity and inclusion. The survey research design was employed with a total population size of 100 and a sample size of 44. The primary instrument used for data collection in this study was a structured questionnaire designed to obtain relevant information from transport staff regarding diversity, inclusion, and employee productivity. Both descriptive and inferential statistic were employed in analysing the data. The study found that there is a positive and significant relationship between demographic factors, inclusion strategies, and pay equity and employee productivity.

Employee engagement and organizational citizenship behaviour (OCB) have emerged as central constructs in organizational psychology and human resource management. Both phenomena significantly influence employee motivation, performance, and organizational effectiveness. This paper provides a comprehensive literature review exploring the conceptual foundations, dimensions, determinants, and interrelationship between employee engagement and OCB, with a particular focus on public-sector employees at the local government level. Drawing on foundational and contemporary scholarship, the review underscores that employee engagement—defined as a positive, fulfilling, work-related psychological state encompassing vigor, dedication, and absorption—serves as a critical antecedent to discretionary behaviours that characterize OCB. The paper further discusses mediating factors such as organizational support and moderating variables like job satisfaction, highlighting their influence on the engagement– OCB nexus. Finally, a conceptual framework is proposed to guide future empirical studies. Keywords: Employee engagement, organizational citizenship behaviour, organizational support, job satisfaction, public sector, Nigeria

The study investigated the factors that determine students academic performance with the Faculty of Management Sciences, University of Benin as the geographical scope. The study aimed at investigating how some factors such as socioeconomic factors, instructional quality and teaching methods, motivation and student engagement determine the academic outcome of students. The study sample consisted of one hundred (100) students from the faculty. A survey research design was adopted eliciting the use of a structured questionnaire in obtaining responses from the respondents on the subject. Descriptive statistical method and regression statistical method were applied to analyze the data and investigate the factors that determine students academic performance. The findings in the study identified that socioeconomic factors has a significant positive effect on academic performance. The study confirms that instructional quality and teaching methods significantly impact academic performance. The study also confirms that student motivation and engagement exert a significant positive effect on academic performance.

This study investigated the effect of leadership styles on organisational performance in the hospitality sector in Benin City, Edo State, Nigeria, focusing on six selected hotels: Protea Hotel, Precious Palm Royal Hotel, Uyi Grand Hotel, Western Villa Hotel, Limoh Suites, and El-Hassani Hotel. The research adopted a quantitative survey design, and data were collected from 134 employees using structured questionnaires. The analysis was conducted using SPSS version 22, applying both descriptive statistics and multiple regression analysis to assess the influence of five leadership styles—transformational, transactional, laissezfaire, autocratic, and participative—on organisational performance. The results revealed that transformational leadership had a strong and statistically significant positive effect on organisational performance (β = 0.505, p < 0.001), followed by transactional leadership, which also showed a significant positive influence (β = 0.220, p = 0.021). However, laissez-faire, autocratic, and participative leadership styles demonstrated positive but statistically insignificant effects, indicating that while they may be perceived as supportive, they do not contribute meaningfully to measurable performance outcomes in the hotel industry. The study recommends targeted investment in leadership development programs that emphasise vision, motivation, and innovation. The research contributes to the leadership-performance discourse by providing context-specific empirical evidence from the Nigerian hotel industry and calls for further investigation into sectoral and behavioural mediators of leadership effectiveness.

This study examines the impact of digital marketing on consumer buying behavior of food delivery services among University of Benin students. The study adopted quantitative research design as its methodology. A sample size of 300 students was surveyed using a structured questionnaire, and the collected data were analyzed using descriptive statistics and regression analysis. The findings reveal that social media advertisements (B = 0.242, p = 0.001) and email marketing campaigns (B = 0.295, p = 0.000) significantly influence students’ awareness and adoption of food delivery services. However, mobile marketing strategies (B = 0.023, p = 0.730) and search engine optimization (B = 0.016, p = 0.823) did not have a significant impact on purchase decisions. These results suggest that social media and email marketing are the most effective digital marketing tools for engaging university students in the food delivery sector. Based on these findings, it is recommended that businesses prioritize social media and email marketing strategies by leveraging personalized promotions, influencer collaborations, and visually engaging content to drive consumer engagement. Additionally, food delivery services should refine their mobile marketing approach by offering tailored in-app rewards and optimizing notification relevance to improve responsiveness.