Customer‐focus and business performance: the study of food and beverages organizations in Nigeria

Abstract

PurposeThe purpose of this paper is to assess the impact of customer‐focus on the performance of the organisation. While many empirical works have centered on customer‐focus, the generalisability of its impact on performance of the food and beverages organisations in the Nigeria context has been under‐researched.Design/methodology/approachThe paper adopted a triangulation methodology (quantitative and qualitative approach). Data were collected from key informants using a research instrument. Returned instruments were analyzed using non‐parametric correlation through the use of the Statistical Package for Social Sciences (SPSS) version 10.FindingsThe paper validated the earlier instruments but did not find any strong association between customer‐focus and business performance in the Nigerian context using the food and beverages organisations for the study. The reasons underlying the weak relationship between customer‐focus and business performance of the food and beverages organizations are government policies, new product development, diversification, innovation and devaluation of the Nigerian currency. One important finding of this paper is that customer‐focus leads to business performance through some moderating variables.Practical implicationsThe paper recommends that the Nigerian Government should ensure a stable economy and make economic policies that will enhance existing business development in the country. Also, organisations should have performance measurement systems to detect the impact of investment on customer‐focus with the aim of knowing how the organization works.Originality/valueThis paper significantly refines the body of knowledge concerning the impact of customer‐focus on the performance of the organization, and thereby offers a model of customer‐focus and business performance in the Nigerian context for marketing scholars and practitioners. This model will, no doubt, contribute to the body of existing literature of customer‐focus.