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The role of customer orientation in creating customer value in fast-food restaurants

Mohamed Youssef Ibrahim Helal (Department of General Management, Institute of Management, Economics and Finance, Kazan Volga Region Federal University, Kazan, Russian Federation) (Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 8 December 2022




Scholars and professionals are interested in studying customer value in fast-food restaurants. Previous research on the customer value of fast-food restaurants mainly measured the dimensions and relationships of the customer value. However, the research has not examined a method for identifying sources of customer value in fast-food restaurants. Therefore, this study used customer orientation to find customer needs and generate customer value in fast-food restaurants.


This study presents a conceptual framework with six constructs. A questionnaire was used to gather empirical data from fast-food restaurant customers in Greater Cairo, Egypt. The suggested framework was evaluated using confirmatory factor analysis, reliability and validity analysis, standardized path coefficients and regression-based moderation analysis.


This study found that proactive customer orientation has a substantial direct and positive impact on customer perceived value. Customer perceived value is also positively influenced by responsive and proactive customer orientations, with customer desired value change intensity acting as a moderator. Customer perceived value substantially impacts customer satisfaction, and the latter substantially affects behavioural intention.

Practical implications

This study offers several suggestions for managers of fast-food restaurants on how to employ customer orientation to find current, latent and future customer desires to provide customer value.


This is the first research in the hospitality industry to demonstrate how responsive and proactive customer orientation may be used to recognize customer needs and provide the desired customer value.



The researcher expresses gratitude to Prof. Tatyana F. Paley, Head of the Department of General Management at the Institute of Management, Economics, and Finance at Kazan Federal University, for her patience, outstanding professional demeanour and insightful guidance. Also, the researcher is funded by a full Ph.D. scholarship under the joint executive program between the Arab Republic of Egypt (represented at Helwan University) and Kazan Federal University.


Helal, M.Y.I. (2022), "The role of customer orientation in creating customer value in fast-food restaurants", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print.



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