- Akinsola Oyetola Shokunbi
- DOI: 10.5281/zenodo.18778428
- GAS Journal of Economics and Business Management (GASJEBM)
This study examines the influence of selected service marketing mix strategies on firm performance within the travel agency sector in an emerging economy. Although the extended marketing mix (7Ps) is widely regarded as appropriate for service contexts, empirical validation of its individual components remains limited, particularly in intermediary-based industries. Drawing on the Resource-Based View and Dynamic Capability Theory, this research conceptualizes process, people, physical evidence, and promotion strategies as strategic capabilities that enhance competitive positioning and performance outcomes. A descriptive survey design was adopted, and primary data were collected from employees of five leading travel agencies in Ibadan, Nigeria. Using proportionate and simple random sampling techniques, 85 respondents were selected, with 75 valid responses analyzed. Data were examined using reliability tests and simple linear regression analysis via SPSS. All constructs demonstrated strong internal consistency (Cronbach’s alpha > 0.70). The findings reveal that all four service marketing mix dimensions exert statistically significant positive effects on firm performance. Physical evidence (R² = 0.239, p < 0.001) and promotion strategy (R² = 0.238, p < 0.001) exhibit the strongest explanatory power, highlighting the critical role of tangible service cues and integrated communication strategies in building customer trust and market visibility. Process strategy (R² = 0.118, p < 0.05) also significantly enhances performance through improved service flow and operational efficiency. People strategy (R² = 0.087, p < 0.05) remains significant, underscoring the strategic importance of employee competence and customer interaction quality. The study contributes to marketing and strategic management literature by providing disaggregated empirical evidence from an under-researched service intermediary context in an emerging economy. It further demonstrates that integrated implementation of service marketing mix strategies strengthens organizational competitiveness and performance sustainability.
