Digitalisation and supply chain integration in Northwest Nigerian hospitality: impact on service quality, operational efficiency and employee satisfaction

Purpose
This study examines the factors leading to low service quality in the hospitality industry in northwestern Nigeria, emphasising the lack of digitalisation and supply chain integration. The sector faces challenges, such as security issues and reduced investor and tourist numbers, which affect productivity. Our study explores how digital tools and integrated supply chains can enhance service quality by highlighting employee satisfaction and customer service.

Design/methodology/approach
Using a mixed-methods approach, we conducted a web-based survey with 100 hotel employees, semi-structured interviews with six hotel managers and an analysis of relevant organisational documents. Quantitative data were analysed using linear regression and descriptive statistics.

Findings
We identified the interconnections between digital transformation, supply chain integration, employee satisfaction and service quality, culminating in the development of a Digital Integration Satisfaction Model (DISM).

Research limitations/implications
This study provides useful insights into digital transformation in hospitality but has several limitations. It focuses solely on Northwest Nigeria, limiting generalisability. The small interview sample, while achieving thematic saturation, may not reflect broader managerial views. Reliance on self-reported data raises the risk of response bias. Data were collected over six months, so recent changes may be missed. Additionally, the study emphasises service quality and efficiency, omitting financial metrics like ROI or cost savings, which could provide a more comprehensive assessment.

Originality/value
This study aligns with the technology-organisation-environment (TOE) framework, supply chain management model, Herzberg’s two-factor theory and SERVQUAL model, using the terms digitalisation and technology adoption interchangeably. This study advances the understanding of the critical role of digitalisation and supply chain integration in enhancing hospitality sector performance in a challenging regional context, contributing to both theoretical models and practical insights.