An understanding of postgraduate students' choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students' decision making. The study recognises that the rapid expansion of the enrolment of undergraduates has also stimulated students' enthusiasm for postgraduate studies and importantly, postgraduate students have prior experience in a university service environment (compared to undergraduate students). The semi-structured interview was conducted with firstyear postgraduate students at a private university in South-West, Nigeria. Some of the participants were new to the university while some did their undergraduate studies there. Findings from the study revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students. The chapter presents an integral insight into marketing higher education in Nigeria and Africa, as this is an under-researched area.

This study investigated the effect of strategic marketing on competitive advantage and how resource capabilities moderated the effect. A crosssectional survey research design was adopted. Based on population of 1568 managerial staff of selected petroleum products marketing firms in Lagos State, Nigeria, Cochran's formula was applied to determine a sample size of 564. Response rate of 497 respondents was achieved in the study. Data collected were analysed using multiple regression analysis. The findings established that strategic marketing has a positive and significant effect on competitive advantage (R = 0.594, Adj. R2 = 0.627, F (4, 491) = 208.685, p = 0.000 < 0.05) and that resource capability has no significant moderation on the effect of strategic marketing on competitive advantage (ΔR2= 0.000, ΔF (1, 493) = 0.0305, p > 0.05) of the selected petroleum marketing companies in Lagos State, Nigeria. The study recommended that the management of petroleum products marketing companies should be committed to adopting strategic marketing in order to improve competitive advantage.

The paper examined consumer perceptions of banking services as a factor for bank’s preference among open and distance learning students. Survey research method was adopted. The population of study was the ODL students from which sample were selected using stratified random sampling technique. Questionnaire was administered on selected samples. The research instrument was validated through content validity while reliability was done through test-re-test method. Respondents’ perceptions of banking services were captured using the factor analysis technique to determine perceptions order of importance while T-Test determined its significance. The study revealed that the different perceptions of the customers were significant in influencing the choice of bank especially by the students. The paper concluded that the consumer perceptions of the banking services were essential requirements for understanding how well to delight banking customers. The study recommended that bank delivery services must be customer oriented and customer relationship focused.

Continuous cost management is considered vital for the sustainability of any business enterprise in modern society. Over the years, the Nigerian airline industry has been experiencing rising operational costs, probably due to inadequate business process reengineering. Based on the assumptions of the value chain model, this article investigates the effect of business process reengineering on operational costs of selected indigenous airline companies in Nigeria. The descriptive survey research design was adopted for the study. The population was 1,938 employees of key professional departments of the selected Nigerian indigenous airline companies. The sample size was 699 staff of the selected departments with 84% response rate. The copies of the questionnaire were administered using trained research assistants. The study adopted a mixed sampling method. Proportionate sampling was used to determine the sample size for each of the three airlines; stratified sampling was used to select the specific units within the organization, while random sampling was used to select the respondents. The data collected were analyzed using descriptive and simple linear regression methods. The descriptive analysis revealed that the overall average and standard deviation for business process reengineering were 2.80 and 0.57, while operational costs were 4.29 and 0.54 respectively. The inferential result showed a positive and significant effect of the business process reengineering on operational costs (R2 = 0.024, β = 0.147, t = 3.709, p &amp;lt; 0.05). Thus, the study concluded that business process reengineering affects the operational costs of the selected indigenous airline companies in Nigeria. AcknowledgmentThe researchers acknowledge the contributions of the anonymous reviewers for the useful comments in making the article better. We acknowledge the management of the University that made it mandatory for the supervisee to publish two articles from their thesis, one in the name of the supervisor as the lead author while another in the name of the supervisee as the lead author. The research assistants are acknowledged for the cooperation during the field work and the management of the airlines for allowing the research in their various organizations.

Service quality provides an incentive for customers to come back to make repeat demand. Studies have shown that Nigeria aviation industry has failed to put into proper perspective the service quality specific dimensions of reliability, responsiveness, tangibility, assurance, and empathy in its service delivery. The study therefore examined the effect of organisational contextual features on the service quality of Airline companies in Nigeria. Cross sectional survey research design was adopted and the population was 2881 regular employees of Arik airline, Aero Contractors airline, Med View airline and Air Peace airline. The sample was 441 determined using Krejcie and Morgan (1970) formulain addition to an attrition rate of 30%. The study used the proportionate sampling technique. Data were collected using an adapted, structured, and validated questionnaire. The Cronbachs Alpha coefficients for the constructs ranged from 0.798 to 0.853. The response rate was 78.8%. Data collected were analyzed using descriptive and inferential (multiple linear regression) statistics. The finding revealed that organisational contextual features through organisational culture and organisational structure have statistically significant effect on service quality of the selected indigenous airline companies in Nigeria. The study recommended that Indigenous airline companies in Nigeria should ensure establishment of organic structure and sustenance of people oriented corporate culture that promote customer satisfaction, customer loyalty and customer delight through service quality that guarantee patronage from air travelers in Nigeria and overseas.