THE INFLUENCE OF MARKET AGGRESSION ON PROFITABILITY: EVIDENCE FROM PORT HARCOURT HOTELS

This study investigates the relationship between competitive aggressiveness and organizational profitability in hospitality firms within Port Harcourt. The population comprised 1,764 employees from fifty indigenous hotels, with a sample size of 326 determined using Taro Yamane’s formula. Employing a cross-sectional survey design, data were analyzed using descriptive statistics and Spearman Rank Order Correlation Coefficient at a 95% confidence level and 0.05 significance level. Reliability was confirmed via Cronbach’s alpha, with competitive aggressiveness scoring 0.793 and organizational profitability 0.895. Findings reveal a significant positive correlation between competitive aggressiveness and hotel profitability in Port Harcourt. The study concludes that enhancing competitive aggressiveness substantially improves organizational profitability. Consequently, hotels are encouraged to leverage their unique competitive advantages to strengthen their market position and profitability.