The role of the employer brand between customer orientation and the business performance of repair shops

Le rôle de la marque employeur entre l’orientation-client et la performance commerciale des ateliers de réparation

Yao Gafa
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Yao Gafa: FaSEG - Université de Kara Faculté des Sciences Economiques et de Gestion

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Abstract: The main objective of this article is to analyze the impact of customer orientation on commercial performance in repair shops, and to establish the moderating role of the employer brand. The literature on customer orientation and performance reveals that small structures in developing countries are marginalized. Increasingly, the employer brand is becoming an important criterion for the customer when choosing a repair shop. This article is based on a qualitative study carried out with 23 managers of repair workshops in Togo, supplemented by a quantitative study based on a questionnaire administered to 426 managers. The structural equation method and the procedure of Ping (1995) were used for data analysis and hypothesis testing. The results show that customer orientation positively influences commercial performance and that the employer brand moderates this relationship.

Keywords: Employer brand; Moderation; Business performance; Workshop; Customer orientation; Modération; Performance commerciale; Marque employeur; Atelier; Orientation-client (search for similar items in EconPapers)
Date: 2025-02-26
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Published in European Review of Service Economics and Management, 2025, 2024-2 (18), pp.17-47. ⟨10.48611/isbn.978-2-406-17937-5.p.0017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05557374

DOI: 10.48611/isbn.978-2-406-17937-5.p.0017

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