Dataset on brand culture and perceived value of offerings to customers in the hospitality industry in Nigeria

Publication date: August 2018
Source:Data in Brief, Volume 19
Author(s): Joy Dirisu, Rowland Worlu, Adewale Osibanjo, Taiye Borisade, Maxwell Olokundun, Tolu Atolagbe, James Obi
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.



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