The Impact of Hiring People with a Disability on Customers’ Perspectives: The Moderating Effect of Disability Type

Alaa Adnan Awad, Mohammad Abuhashesh, Mohammad Al-Khasawneh and Ra’ed Masa’deh ()
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Alaa Adnan Awad: E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman 11941, Jordan
Mohammad Abuhashesh: E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman 11941, Jordan
Mohammad Al-Khasawneh: E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman 11941, Jordan
Ra’ed Masa’deh: Department of Management Information Systems, School of Business, The University of Jordan, Amman 11972, Jordan

Sustainability, 2023, vol. 15, issue 6, 1-20

Abstract: The present study investigates the effect of hiring people with a disability in the service staff on customers’ perspectives in Jordan, with the moderating role of disability type. The quantitative research method was adopted to obtain the necessary data for the research; the study sample was convenient and consisted of 765 participants who are social media users belonging to different age groups. The data were collected using an online questionnaire distributed through various social media platforms. Findings exhibited that the antecedent variable positively affects the consequent variables (quality, brand image, and loyalty), while there was no significant effect on purchase intention or stereotyping. Further, hiring people with a disability had the strongest impact on perceived brand image. The findings from this research could eventually furnish assistance to existing and future entrepreneurs to build sustainable enterprises while keeping pace with a nation becoming socially responsible.

Keywords: social entrepreneurship; persons with a disability; disability inclusion; hospitality; service staff (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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