The Influence of Strategic Corporate Re-branding on Customer Satisfaction Among Mobile Service Providers in Kenya

Abstract

Re-branding can be described as the practice of creating a new name representative of a differentiated position in the mind frame of stakeholders and a distinctive identity from competitors. In today’s very competitive environment, brand creation is very crucial. Strong brand helps to create the options for growth, break barrier of entry for competitors and consumer loyalty while at the same time helping to command the market share. The mobile industry is one of the fastest growing industries in the Kenya. The objective of this study was to determine the influence of corporate re-branding on customer satisfaction basing on mobile service providers in Kenya using a case of mobile phone service providers. This study adopted the survey approach, which is suitable for collecting information in breath and not width. The target population comprised all the four mobile service providers in Kenya. The study targeted customers of the four mobile companies within Nairobi County. The study selected 25 customers from each mobile service provider by selecting every 5th customer to visit the shops. Primary data was collected using a questionnaire. Quantitative data collected was analyzed through the use of descriptive statistics using SPSS and presented through the use of means and averages, percentages, standard deviations, frequencies and regression analysis. The study found that rebranding was very important in relation to customers’ level of satisfaction with the service provider and that the service brand name is a very important component of the brand and an important information source to the customer, because service attributes are difficult to communicate via other means. The study found that customer satisfaction is also affected by the advertising theme and that low tariffs had minimal impact on customers’ level of satisfaction. The study also found that customer satisfaction is a key and valued outcome of good marketing practice and that firm’s objective during any re-branding should be to either maintain or improve on the satisfaction of its customers.