OGUDE Cyril
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
cyrilogude77@gmail.com
Abstract
This paper examined the impact of customer focus on business success of companies. The paper highlighted the views scholars on the concepts of customer focus and business success, as well as measures of business success (profitability, market share and sales growth). The study also examined empirical findings of other studies as regards the customer focus and business success. Evidence from reports of earlier studies indicate customer focus is key to business success. This is because the review identified report of both direct and indirect contributions of customer focus to business success. Therefore, the study concludes that customer focus is a prominent antecedent to business success; and recommends that companies should consider customer focus more seriously due to its potential to boost business success.
Keywords: business success, customer focus, market share, profitability.