Leveraging Community Support for Business Growth: A Qualitative Study of Kemi's Catering Services in Abuja

Abstract

This study explored the role of community support in the business growth of Kemi’s Catering Services in Abuja. A qualitative research design was adopted, employing a case study approach to gain in-depth insights into the relationship between community engagement and business success. Semi-structured interviews were conducted with 15 participants, including the business owner, employees, loyal customers, and community members, to understand their perspectives on the impact of community involvement on the growth of the catering business. Thematic analysis was used to analyse the data, identifying key themes such as participation in community events and social responsibility initiatives, digital and social media engagement, and customer loyalty programs as major drivers of business growth. Findings revealed that active participation in community events, strategic use of social media, and fostering long-term relationships with customers and institutions significantly enhanced business visibility and patronage. Additionally, the study identified untapped opportunities for the business, including formalizing community partnerships, strengthening digital marketing strategies, and developing structured training programs for aspiring chefs. The study concluded that community engagement was a critical factor in sustaining and expanding small businesses, providing both social capital and economic benefits. Based on these findings, it was recommended that Kemi’s Catering Services expand its community involvement, enhance customer referral programs, and establish long-term institutional partnerships.