CORPORATE ENTREPRENEURSHIP AND CUSTOMER SATISFACTION OF THE HOTEL INDUSTRY IN SOUTH-SOUTH, NIGERIA
The aim of this study was to examine the effect of corporate entrepreneurship and customer satisfaction of hotel industry in South-South, Nigeria. Innovativeness, proactiveness, risk-taking, competitive aggressiveness and autonomy served as proxies for the independent variables, corporate entrepreneurship. Relevant literatures were reviewed under conceptual framework, theoretical framework, theoretical exposition and empirical literature. The population comprises 1,883 CEO/managers of hotels in the six states’capitals, Benin City, Asaba, Yenagua, Port Harcourt, Uyo and Calabar, in the South-South, Nigeria, while the sample size was computed to be 363, using Borg and Gall formula. The research instrument was made up of a questionnaire consisting of thirty (30) questions, and was based on Five Point-Likert Scale. Face and content validity were employed to ensure validity of instrument. Internal consistency and Cronbach’s Alpha were employed to verify and to achieve reliability of the instrument used. Stratified and simple random sampling techniques were used to select the respondents to whom four hundred and seventy-two (472) copies of questionnaires were administered. Using the Statistical Package for the Social Sciences (SPSS) version 21.0, the responses from the respondents were coded and analyses vide descriptive statistics, Pearson correlation and multiple regression analyses. The empirical results showed that innovativeness, competitive aggressiveness and autonomy had significant positive effect on customer satisfaction in the hotel industry in South-South, Nigeria, while proactiveness and risk-taking had an insignificant positive effect on customer satisfaction in the hotel industry in South-South, Nigeria. The study therefore recommends that the management of hotels in the South-South, Nigeria should make the three corporate entrepreneurshp dimensions( innovativeness, competitive aggressiveness and autonomy) that had positive and significant effect on customer satisfaction the focal points of their strategy for business growth and expansion, by continuing to seek out new ways to do things, adopt competitive pricing as a marketing strategy and empower their employees to make decisions on their own whenever it's necessary.