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Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria

Type of paper: Research Article

Authors

Powel Maxwell Worimegbe

Affiliation: Olabisi Onabanjo University, Ogun State, Nigeria

Email: powelmaxwell@yahoo.com

Agbaje Ifedayo

Affiliation: Olabisi Onabanjo University, Ogun State, Nigeria

Email: agbajenov13@gmail.com

Published:June 15, 2020
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How to Cite

Worimegbe, P. M. & Ifedayo, A. (2020). Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria. CACTUS - Journal of Tourism Business, Management and Economics, 2 (1).

Based on the official APA guide. Review the full set of examples.

© 2020 The Author(s);

Licensed under CC BY-NC 4.0

Abstract

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.

Keywords

Corporate identity, Repositioning, Perceived quality, Corporate Rebranding, Customers’ Retention.

JEL Classification

D18, M14

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