UNVEILING THE LINK BETWEEN CUSTOMER ORIENTATION AND CUSTOMER INVOLVEMENT: THE ROLE OF CUSTOMER EMPOWERMENT
Abstract
Purpose of the study: The study examined the role of customer empowerment (CE) in the relationship between customer orientation (CO) and customer involvement (CI) within the context of local restaurants in Ghana.
Methodology: A qualitative approach was employed, and data were collected from 767 respondents using structured questionnaires. The collected data were analyzed using descriptive statistics, correlation and regression analysis.
Findings: The results demonstrate that customer orientation significantly increases the likelihood of active customer involvement in local restaurants. Customer-centric strategies drive involvement both directly and indirectly through empowerment mechanisms, with customer empowerment playing a crucial role in amplifying the positive effects of customer orientation on active involvement.
Recommendations: The study recommends that small food outlets should invest in employee training to promote customer-centric approaches and implement empowerment programs that encourage customer involvement in decision-making and provide feedback channels. Businesses should also regularly measure customer satisfaction and foster a customer-focused, empowerment-driven culture to improve service quality and enhance customer satisfaction.
Keywords: Customer orientation, Customer empowerment, Customer involvement, local restaurants, Ghana
References
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