The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
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Date
2017-09-06
Authors
Dogbe, Courage Simon Kofi
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Publisher
Cogent Business & Management
Abstract
The study examined whether or not the rebranding activities in the
Ghanaian banking industry, had any influence on customers’ perception on service
quality, their level of satisfaction and their level of loyalty. These relationships were
ascertained by running a moderation and linear regression analyses. The study
identified that, rebranding had no statistically significant effect on perceived ser vice quality, customer satisfaction and customer loyalty, in the Ghanaian banking
industry. Rebranding had no moderating effect on the relationship between service
quality and customer satisfaction. It also had no moderating effect on the relation ship between service quality and customer loyalty. And finally, rebranding did not
have a moderating effect on the relationship between customer satisfaction and
customer loyalty. It was concluded that, rebranding activities in the Ghanaian bank ing industry had no significant effect on customers’ attitude towards the brand.
Banks and other financial institutions must therefore be circumspect when it comes
to investment in rebranding activities and be more interested in making investments
that will positively influence the attitude of their customers
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Citation
Bamfo, B. A., Dogbe, C. S. K., & Osei-Wusu, C. (2018). The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry. Cogent Business & Management, 5(1), 1413970.