The impact of customers' orientation programs and customers' perception towards the brand on the customers' attitude applied on (KFC disability-operated branches)

Abstract

This research is aiming to study the impact of customers' orientation programs and customers' perception towards the brand in disability-operated branches on the customers' attitude This research’s data was obtained from both primary and secondary data, as the researchers reviewed and used previous academic articles studying the effect of hiring people with disabilities on the customers’ attitude in different aspect. The researchers also conducted in-depth interviews with two industry experts in order to obtain valuable insight about the effect of hiring people with disabilities, an online questionnaire was formed and answered by 274 respondents from both genders males and females with the purpose of measuring their opinion about the topic of hiring people with disabilities. Finally, the data obtained from the previous convenience methods were analyzed using SPSS program and Smart PLS program. The findings of this research indicated that customers’ orientation programs and customers’ perception towards the brand have an impact on the customers’ attitude in the aspect of dealing with disabled employees.