Abstract:

The present study seeks to investigate the effect of hiring people with disability in the service staff on customers’ perspectives in Jordan. The quantitative research method was adopted to obtain the necessary data for the research; the study sample was convenient and consisted of 765 participants of social media users, of 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 nor stereotyping. Further, hiring people with 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 going socially responsible.