Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria
Organizations rebrand as the need arises. The effect of this strategic action has divergent results in the literature, depending on the measure of performance. This study examines the effect of rebranding and how it drives customers’ retention in the telecommunication sector in Nigeria. The study...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE Bucuresti
2020-07-01
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| Series: | Cactus |
| Subjects: | |
| Online Access: | http://www.cactus-journal-of-tourism.ase.ro/Pdf/vol_2_1/Worimegbe.pdf |
| _version_ | 1818567229389668352 |
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| author | Powel Maxwell Worimegbe Agbaje Ifedayo |
| author_facet | Powel Maxwell Worimegbe Agbaje Ifedayo |
| author_sort | Powel Maxwell Worimegbe |
| collection | DOAJ |
| description | Organizations rebrand as the need arises. The effect of this strategic action has divergent results in the
literature, depending on the measure of performance. This study examines the effect of rebranding and how it
drives customers’ retention in the telecommunication sector in Nigeria. The study is premised on the corporate
identity, reposition, perceived quality and product features. The study employed the descriptive survey research design. Questionnaires were administered to 400 customers of 9Mobile Nigeria who were purposively selected.
Using the simple regression, the result reveals the corporate reposition, corporate identity and perceived quality
significantly affects customers’ retention while the product features dimension was non-significant in explaining
customers’ retention in the telecommunication industry. The study recommends that firms should pay more to
repositioning their brand in order to retain their customers. Corporate identity and perceived quality should be part of firms’ strategic plan. This will foster a sense of trust in the customers and give the business a touch of personality and culture. The study contributes to knowledge by establishing how corporate rebranding can be utilized as a strategy to retain customers in an organization. |
| first_indexed | 2024-12-14T06:20:41Z |
| format | Article |
| id | doaj.art-0aef88d35cd947239a5883c6f9f9fb1a |
| institution | Directory Open Access Journal |
| issn | 2247-3297 |
| language | English |
| last_indexed | 2024-12-14T06:20:41Z |
| publishDate | 2020-07-01 |
| publisher | Editura ASE Bucuresti |
| record_format | Article |
| series | Cactus |
| spelling | doaj.art-0aef88d35cd947239a5883c6f9f9fb1a2022-12-21T23:13:50ZengEditura ASE BucurestiCactus2247-32972020-07-01211725Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in NigeriaPowel Maxwell Worimegbe0Agbaje Ifedayo1Olabisi Onabanjo UniversityOlabisi Onabanjo UniversityOrganizations rebrand as the need arises. The effect of this strategic action has divergent results in the literature, depending on the measure of performance. This study examines the effect of rebranding and how it drives customers’ retention in the telecommunication sector in Nigeria. The study is premised on the corporate identity, reposition, perceived quality and product features. The study employed the descriptive survey research design. Questionnaires were administered to 400 customers of 9Mobile Nigeria who were purposively selected. Using the simple regression, the result reveals the corporate reposition, corporate identity and perceived quality significantly affects customers’ retention while the product features dimension was non-significant in explaining customers’ retention in the telecommunication industry. The study recommends that firms should pay more to repositioning their brand in order to retain their customers. Corporate identity and perceived quality should be part of firms’ strategic plan. This will foster a sense of trust in the customers and give the business a touch of personality and culture. The study contributes to knowledge by establishing how corporate rebranding can be utilized as a strategy to retain customers in an organization.http://www.cactus-journal-of-tourism.ase.ro/Pdf/vol_2_1/Worimegbe.pdfcorporate identityrepositioningperceived qualitycorporate rebrandingcustomers’ retention |
| spellingShingle | Powel Maxwell Worimegbe Agbaje Ifedayo Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria Cactus corporate identity repositioning perceived quality corporate rebranding customers’ retention |
| title | Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria |
| title_full | Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria |
| title_fullStr | Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria |
| title_full_unstemmed | Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria |
| title_short | Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria |
| title_sort | corporate rebranding and customers retention a study of selected telecommunication firm in nigeria |
| topic | corporate identity repositioning perceived quality corporate rebranding customers’ retention |
| url | http://www.cactus-journal-of-tourism.ase.ro/Pdf/vol_2_1/Worimegbe.pdf |
| work_keys_str_mv | AT powelmaxwellworimegbe corporaterebrandingandcustomersretentionastudyofselectedtelecommunicationfirminnigeria AT agbajeifedayo corporaterebrandingandcustomersretentionastudyofselectedtelecommunicationfirminnigeria |