The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry

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 anal...

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Autores principales:	Bylon Abeeku Bamfo, Courage Simon Kofi Dogbe, Charles Osei-Wusu
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2018
Materias:	rebranding bank ghana customer loyalty satisfaction quality Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/53c2cdde633a4bc28b43a66bd569ba4b
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spelling	oai:doaj.org-article:53c2cdde633a4bc28b43a66bd569ba4b2021-12-02T14:07:30ZThe effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry2331-197510.1080/23311975.2017.1413970https://doaj.org/article/53c2cdde633a4bc28b43a66bd569ba4b2018-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1413970https://doaj.org/toc/2331-1975The 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 service 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 relationship 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 banking 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.Bylon Abeeku BamfoCourage Simon Kofi DogbeCharles Osei-WusuTaylor & Francis GrouparticlerebrandingbankghanacustomerloyaltysatisfactionqualityBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 5, Iss 1 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	rebranding bank ghana customer loyalty satisfaction quality Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	rebranding bank ghana customer loyalty satisfaction quality Business HF5001-6182 Management. Industrial management HD28-70 Bylon Abeeku Bamfo Courage Simon Kofi Dogbe Charles Osei-Wusu The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
description	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 service 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 relationship 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 banking 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.
format	article
author	Bylon Abeeku Bamfo Courage Simon Kofi Dogbe Charles Osei-Wusu
author_facet	Bylon Abeeku Bamfo Courage Simon Kofi Dogbe Charles Osei-Wusu
author_sort	Bylon Abeeku Bamfo
title	The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
title_short	The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
title_full	The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
title_fullStr	The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
title_full_unstemmed	The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
title_sort	effects of corporate rebranding on customer satisfaction and loyalty: empirical evidence from the ghanaian banking industry
publisher	Taylor & Francis Group
publishDate	2018
url	https://doaj.org/article/53c2cdde633a4bc28b43a66bd569ba4b
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The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry

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