Record Details

Positioning Strategies and Competitive Advantage in Nigeria’s Airline Industry

Journal of Business Management & Economics

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Title Positioning Strategies and Competitive Advantage in Nigeria’s Airline Industry
 
Creator James, Adeniran Adetunji
Kalu, Egwuonwu Thomas
 
Description This research sought to establish the extent to which positioning strategies determine competitive advantage in Nigeria’s airline industry. Searches carried out on the websites of seven domestic airlines in Nigeria showed that none of them has a clear positioning statement, although some of their marketing actions implied it. Descriptive survey research design was adopted for the study and relevant data were collected from primary and secondarysources. The primary data were collected with the aid of twostructured questionnaires administered on the staff of seven (7) most active domestic airlines and 50 air travellers, their customers, at their operational headquarters in Muritala Muhammed Airport, Lagos, the flights hub in Nigeria. Simple percentage, multiple regression and correlationmodels were used to analyse the primary data. The analysis showed thatthough a strong and positive relationship exists between positioning strategies and competitive advantage (r = 0.94; r2 =0.88);air passengersperceive most domestic airlines in Nigeria as failing to use quality in-flight services, customer service and keeping to flight schedules to position themselves; and, consequently,Nigeria’s airline industry lacks competitive advantage.Some recommendations are, therefore, made.
 
Publisher Journal of Business Management & Economics
 
Contributor —
 
Date 2015-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://innovativejournal.in/jbme/index.php/jbme/article/view/162
10.15520/jbme.2015.vol3.iss12.162.pp11-18
 
Source Journal of Business Management & Economics; Vol 3, No 12 (2015); 11-18
2347-5471
10.15520/jbme.2015.vol3.iss12
 
Language eng
 
Relation http://innovativejournal.in/jbme/index.php/jbme/article/view/162/pdf_55
10.15520/jbme.2015.vol3.iss12.162.130