Dirisu Joy, Worlu Rowland, Osibanjo Adewale, Borisade Taiye, Olokundun Maxwell, Atolagbe Tolu, Obi James
Covenant University, Nigeria.
Data Brief. 2018 May 5;19:1-5. doi: 10.1016/j.dib.2018.04.147. eCollection 2018 Aug.
This study critically examines the role of brand culture in influencing the perceived value of offerings to customers within the hospitality industry in Nigeria. In today's competitive market, the extent at which organizations disregard the importance of developing a strong brand culture before communicating their value to the outside world has become worrisome. Hence, this study filled in the gaps and a total of 434 customers drawn from six different hotels in Lagos state, Nigeria, were sampled. The data were analysed using Structural Equation Modelling (SEM). Management of these hotels were able to define their expectations in order to deliver a consistent brand experience to their customers. The result showed that brand culture has positive significant influence on the perceived value of offerings to customers. Important recommendations have also been made.
本研究批判性地审视了品牌文化在影响尼日利亚酒店业向顾客提供产品或服务的感知价值方面所起的作用。在当今竞争激烈的市场中，各组织在向外界传达其价值之前忽视发展强大品牌文化的重要性的程度已令人担忧。因此，本研究填补了这一空白，从尼日利亚拉各斯州的六家不同酒店抽取了总共434名顾客作为样本。数据采用结构方程模型（SEM）进行分析。这些酒店的管理层能够明确他们的期望，以便为顾客提供一致的品牌体验。结果表明，品牌文化对向顾客提供产品或服务的感知价值有积极显著的影响。研究还提出了重要建议。
