SUPPLY CHAIN MANAGEMENT FLEXIBILITY AND MARKETING PERFORMANCE OF LUXURY HOTELS IN PORT HARCOURT

Abstract

This study investigated the relationship between Supply Chain Management Flexibility and Marketing Performance of Luxury Hotels in Port Harcourt. Specifically, the objectives of the study were to determine how logistics flexibility and procurement flexibility relate with customer retention growth of luxury hotels in Port Harcourt. The correlational research design was adopted. The population of this study comprised of seventy (70) luxury hotels in Port Harcourt. Two hundred and ten (210) respondents were drawn from the population through census approach. However, only 173 respondents provided data for the study through questionnaire that was designed in the Likert 5-point scale of strongly disagree to strongly agree. Pearson Product Moment Correlation (PPMC) was used to test two null hypotheses. From results of the analysis, it was revealed that logistics flexibility and procurement flexibility which are the dimensions of supply chain management flexibility positively and significantly relate with customer retention growth (i.e. measure of marketing performance) of luxury hotels in Port Harcourt. Based on these findings, it was concluded that logistics flexibility has a strong relationship with customer retention growth, indicating that hotels with adaptable logistics systems such as efficient inventory management and responsive delivery networks can significantly enhance customer satisfaction and loyalty. Therefore, the study recommended amongst others that luxury hotels in Port Harcourt should invest in advanced logistics technologies such as real-time tracking, automated inventory management, and predictive demand forecasting.