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AUN Researchers Examine Customer-centric influence of entrepreneurial marketing on business performance of hotels Under COVID-19

AUN Researchers Examine Customer-centric influence of entrepreneurial marketing on business performance of hotels Under COVID-19

Researchers from the American University of Nigeria (AUN) have published a study on the impact of the customer-centric influence of entrepreneurship management (EM) on the business performance of hotels in Nigeria during the COVID-19 lockdown.

The study, 'Customer‑centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID‑19 crisis', has AUN Alum Theoneste Manishimwe as the lead author. Dr. Lukman Raimi, Professor of Entrepreneurship and former faculty in the AUN School of Business, and Alum Chidinma Julius Azubuike from the SBE Class of 2020 also contributed to the study, which was accepted for publication by Palgrave Macmillan Ltd, on May 1 1, 2022.

Adopting a cross-sectional survey design, the study polled primary data from 578 owner-managers and top managers of 66 hotels in Lagos and Yola in Nigeria to investigate the customer-centric influence of EM on the business performance of hotels in Nigeria during the COVID-19 crisis. Among its findings are that during the lockdown period, risk-taking and customer intensity dimensions significantly influenced revenue per room. Please use this link to access the publication: https://doi.org/10.1057/s41272-022-00383-w.

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