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 le...
Highlights
Since the development of the concept of branding, it has remained one of the most essential strategic tools in business management
Moderation effect of rebranding on the relationship between service quality and customer satisfaction In block 1, as presented in Table 2, service quality had a positive relationship with customer satisfaction
The coefficient of .780 shows that, all things being equal, a 100% change in service quality will cause customers level of satisfaction with service, to increase by 78%
Summary
Since the development of the concept of branding, it has remained one of the most essential strategic tools in business management. According to Opuni, Baffoe, and Adusei (2013) with time, branding loses its significance and business organizations resort to corporate rebranding. In this era of rapid change in business environment, corporate rebranding remains a very strategic tool in the management of brand. Corporate rebranding is necessary because of the changing competition in the business environment and market growth This is mostly done by re-examining a company’s business propositions and core values as a way of creating a sort of brand refreshment or brand differentiation in the market. The process demands a substantial investment of resources in the form of money, time and human (Hankinson, Lomax, & Hand, 2007)
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