The influence of customer orientation on customer retention, sales growth, profitability, and overall performance in local eateries in Ghana

This study investigates the influence of customer orientation on customer retention, sales growth, profitability, and overall performance in local eateries in Ghana. Employing a quantitative research design, data were collected from 767 respondents across six regional capitals using a structured questionnaire. Data analysis involved descriptive statistics, correlation analysis, and multivariable regression models. The results demonstrate that customer orientation has a significant positive impact on customer retention, sales growth, profitability, and overall business performance in the context of Ghanaian local eateries. However, the study is limited by a relatively small sample size, a cross-sectional design, potential self-reporting biases, and the exclusion of other relevant factors, which may affect the generalizability of the findings. The study recommends that local eatery owners prioritize customer orientation strategies to enhance customer retention, drive sales growth, increase profitability, and improve overall performance. Socially, the findings underscore the importance of building strong customer relationships to foster loyalty and business success. The originality of this research lies in its focused examination of the relationships between customer orientation, retention, sales growth, and profitability within Ghana’s local eateries, offering valuable insights into this underexplored area.