Research Article
Effect of Employee Engagement on Service Delivery in Selected Hotel Establishments in Oyo State, Nigeria
Adesunloye Dotun Tosin*
,
Arowosafe Folusade Catherine,
Oyeleke Olaide Omowumi
Issue:
Volume 11, Issue 1, March 2026
Pages:
1-15
Received:
30 August 2025
Accepted:
15 September 2025
Published:
20 January 2026
Abstract: Employee engagement is the concept by which an employee’s intellectual and his emotional attachment to work and organization is measured. Employees of the hotels are to be engaged to reduce employee turnover, enhance customer satisfaction and improved service delivery that influences the sustainability of the organization in an aggressively competitive market. This study examined the effect of employee engagement on service delivery in selected hotel establishments in Oyo State, Nigeria. A multistage sampling technique was employed to select and administer semi-structured questionnaires to seven hundred and eighty-seven (787) employees of 38 hotels in the 10 LGAs of Oyo State. The analysis was performed using SPSS statistical software and the result was presented descriptively in the form of tables while inferential test evaluated relationship among the key variables. Findings revealed that majority of the respondents (63.8%) agreed that the hotel provides them with meaningful work that aligns with their values and personal goals. Also, the results reveal that 59.0% of the respondents agreed that hotels provide them with a sense of purpose and fulfillment in their work that motivates them to deliver excellent service to customers. Results indicated that the majority of the respondents agreed that customer feedback and complaints are used to improve their products and service delivery in the hotel. This study revealed that there is a significant positive correlation between employee engagement approaches and service delivery. The study concludes that tailored engagement methods can significantly enhance service quality, customer satisfaction, and hotel competitiveness. Recommendations are provided for hotel managers and policymakers in Oyo State, to develop effective strategies for enhancing employee engagement and improving service delivery.
Abstract: Employee engagement is the concept by which an employee’s intellectual and his emotional attachment to work and organization is measured. Employees of the hotels are to be engaged to reduce employee turnover, enhance customer satisfaction and improved service delivery that influences the sustainability of the organization in an aggressively competi...
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Review Article
The Impact of Digital Marketing on Consumer Decision-making: A Systematic Review
Ahmed Sali Bashir*,
Shimels Zewdie Werke
Issue:
Volume 11, Issue 1, March 2026
Pages:
16-32
Received:
23 May 2026
Accepted:
8 June 2026
Published:
3 July 2026
DOI:
10.11648/j.ajomis.20261101.12
Downloads:
Views:
Abstract: Digital marketing has transformed how consumers interact with brands, influencing decision-making processes across diverse product and service categories. This systematic review examines existing empirical and theoretical studies to understand the impact of digital marketing strategies on consumer behavior. Using the PRISMA methodology, databases such as Scopus, Web of Science, Researchgate, ScienceDirect and Google Scholar were screened, resulting in the inclusion of 75 relevant studies published between 2015 and 2026. The findings reveal that various digital marketing practices, including active social media interaction, targeted and personalized advertising, influencer collaborations, and engaging content, play a crucial role in shaping consumers' perceptions of brands. These elements positively influence customer attitudes, increase the likelihood of purchase decisions, and strengthen long-term brand loyalty. By creating meaningful and interactive experiences, digital marketing helps organizations build stronger relationships with consumers and enhance their overall market performance. The review further identifies mediating factors, including consumer trust, perceived usefulness, and social influence, which modulate these effects. Theoretical frameworks frequently applied include the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Stimulus-Organism-Response (S-O-R) model. The study contributes to both academic understanding and practical applications, offering insights for marketers seeking to optimize digital campaigns in alignment with evolving consumer decision-making patterns. Future research should focus on cross-cultural comparisons and the long-term impact of emerging digital marketing technologies.
Abstract: Digital marketing has transformed how consumers interact with brands, influencing decision-making processes across diverse product and service categories. This systematic review examines existing empirical and theoretical studies to understand the impact of digital marketing strategies on consumer behavior. Using the PRISMA methodology, databases s...
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