{"id":3097,"date":"2025-04-06T15:56:24","date_gmt":"2025-04-06T15:56:24","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3097"},"modified":"2025-04-06T15:56:24","modified_gmt":"2025-04-06T15:56:24","slug":"digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\/","title":{"rendered":"Digital Drivers of Competitiveness: Exploring the Moderating Role of ICT on Customer Communications Management and Brand Competitiveness in Nigeria\u2019s Three-Star Hotels"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong><sup>1<\/sup>Wilson, Ebitimi Florence Ph.D<br><sup>2<\/sup>Dick, Diepriye I.J. Ph.D<\/strong><br>Department of Entrepreneurship &amp; Marketing<br>Faculty of Management Sciences<br>Federal University Otuoke, Bayelsa State, Nigeria<br>*For correspondence, email: wilsonef@fuotuoke.edu.ng<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>This study investigated the moderating influence of information and communication technology on the relationship between customer communications management and brand competitiveness of three-star hotels in South-south, Nigeria. The study employed a crosssectional survey research design with explanatory cross-sectional survey research design. A correlational method of investigation was adopted and the theoretical foundation was the technological acceptance model. The population of the study was the one hundred (100) threestar hotels doing business in the South-south region of Nigeria. A census study was adopted were the population was fully studied. However, one hundred (100) marketing managers, one marketing manager in each hotel constituted the respondents of the study. One hundred (100) copies of the questionnaire were distributed to the marketing managers of the ninety five (95) copies that were returned only ninety (90) copies of the questionnaire were validly used for the analysis representing 90% of the total number of questionnaire distributed. The instrument reliability and validity were measured through pilot study, Cronbach Alpha reliability coefficient and confirmatory factor analysis. Data for this study were analyzed through univariate descriptive statistics and multivariate inferential statistics with the aid of the statistical package for social sciences (SPSS), version 25.0. The findings of the study revealed that information and communication technology positively and significantly moderates the relationship between customer communications management and brand competitiveness of three-star hotels in South-south Nigeria. The study concludes that the presence of information and communication technology improves customer communications management for enhanced brand competitiveness among three-star hotels in South-south, Nigeria. We therefore recommend that the management of the three-star hotels in the south-south region of Nigeria should make significant investment in information and communication technology for workplace automation, real time customer engagement to reach wider and global customers. This will enhance brand visibility and competitiveness of the hotel brands in the hospitality industry.<\/p>\n\n\n\n<p><strong>Keywords: <\/strong>Moderating influence, information and communication technology, customer communications management, brand competitiveness.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/04\/2025-UJM-Vol-4-No.1-31.03.2025-163-183.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>1Wilson, Ebitimi Florence Ph.D2Dick, Diepriye I.J. Ph.DDepartment of Entrepreneurship &amp; MarketingFaculty of Management SciencesFederal University [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[233],"tags":[232,231,230],"class_list":["post-3097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-information-and-communication-technology","tag-customercommunications-management","tag-information-and-communication-technology","tag-moderating-influence"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital Drivers of Competitiveness: Exploring the Moderating Role of ICT on Customer Communications Management and Brand Competitiveness in Nigeria\u2019s Three-Star Hotels - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Drivers of Competitiveness: Exploring the Moderating Role of ICT on Customer Communications Management and Brand Competitiveness in Nigeria\u2019s Three-Star Hotels - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"1Wilson, Ebitimi Florence Ph.D2Dick, Diepriye I.J. Ph.DDepartment of Entrepreneurship &amp; MarketingFaculty of Management SciencesFederal University [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-06T15:56:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/04\/mkt-vol-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1640\" \/>\n\t<meta property=\"og:image:height\" content=\"694\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Digital Drivers of Competitiveness: Exploring the Moderating Role of ICT on Customer Communications Management and Brand Competitiveness in Nigeria\u2019s Three-Star Hotels\",\"datePublished\":\"2025-04-06T15:56:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/\"},\"wordCount\":367,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/mkt-vol-4-e1743959977101.jpg\",\"keywords\":[\"customercommunications management\",\"information and communication technology\",\"Moderating influence\"],\"articleSection\":[\"Information and Communication Technology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/digital-drivers-of-competitiveness-exploring-the-moderating-role-of-ict-on-customer-communications-management-and-brand-competitiveness-in-nigerias-three-star-hotels\\\/\",\"name\":\"Digital Drivers of Competitiveness: Exploring the Moderating Role of ICT on Customer Communications Management and Brand Competitiveness in Nigeria\u2019s Three-Star Hotels - 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