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

Worimegbe, P. M. & Ifedayo, A. (2020). Corporate Rebranding and Customers’ Retention. A Study of Selected Telecommunication Firm in Nigeria. CACTUS Tourism Journal, 21 (1).

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

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

References

Arslan, F. M., & Altuna, O. K. (2010). The effect of brand extensions on product brand image. Journal of Product & Brand Management, 19(3), 170–180.

Berry, L. A., & Zeithaml Parsuraman. (2005). Customer satisfaction. New Jersey.

Boakye, E. (2011). Customers’ retention. Retrieved February 2, 2020, from https://www.researchgate.net/publication/285927801_Customer_Retention

Chang, Y., Wang, X., & Arnett, D. (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketing. Industrial Marketing Management, 1–15.

Ennovate. (2019). African city spotlight: Ibadan – Nigeria, largest city in West Africa. Retrieved November 9, 2019, from https://ennovate.ng/ibadan-largest-city-in-west-africa/

Fleming, J., & Asplundh, J. (2009). Managing the employee-customer encounter. Amazon.com.

George, D., & Mallory, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. Taylor & Francis Group.

Karadeniz, E., Yilmaz Kandir, S., Balcilar, M., & Beyazit Onal, Y. (2009). Determinants of capital structure: Evidence from Turkish lodging companies. International Journal of Contemporary Hospitality Management, 21(5), 594–609.

Kapferer, J.-N. (2018). Les marques, capital de l’entreprise. Editions d’Organisation.

Kebede, A., Lake, Z., & Wright, T. (2018). The effect of customer relationship management on bank performance: In context of commercial banks in Amhara Region, Ethiopia. Cogent Business & Management, 5(1), 35–52.

Keller, K. L. (2002). Branding and brand equity. Marketing Science Institute.

Kotler, P., & Keller, K. (2012). Marketing management (16th ed.). Pearson.

Marsden, P. (2012). Brand positioning: Meme’s the word. Marketing Intelligence & Planning, 20(5), 307–312.

Maziriri, E. T., & Chuchu, T. (2017). The conception of consumer perceived risk towards online purchases of apparel and an idiosyncratic scrutiny of perceived social risk: A review of literature. International Review of Management and Marketing, 7(3), 257–265.

Maziriri, E. T., Mapuranga, M., & Madinga, N. W. (2018). Self-service banking and financial literacy as prognosticators of business performance among rural small and medium-sized enterprises in Zimbabwe. The Southern African Journal of Entrepreneurship and Small Business Management, 10(1), 1–10.

Melin, F. (2009). Varumärkesstrategi: Om konsten att utveckla starka varumärken. Bäcklunds Boktryckeri Aktiebolag.

Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity? European Journal of Marketing, 40(7/8), 803–824.

Nana, S., Mamina, R., Chiliya, N., & Maziriri, E. (2019). The impact of corporate rebranding on brand equity and firm performance. Journal of Business and Retail Management Research, 13(04), 23–33.

Nduku, J. M. (2018). The effects of rebranding on customer perception: A case of Sidian Bank. Chandaria School of Business. Retrieved December 15, 2019, from http://erepo.usiu.ac.ke/handle/11732/3932

Olsson, F., Osorio, D., & Jensen, T. (2008). Rebranding in the service sector: A case study of the critical initiatives and the new organizational identity behind Jyske Banks re-branding [MSc thesis, Lund University, School of Economics & Management].

Osuagwu, P. (2019). Nigeria: 9Mobile gains 14,469 subscribers from big operators in Q2'19 porting activities. Retrieved January 18, 2020, from https://allafrica.com/stories/201909100078.html

Ramaseshan, B., & Tsao, H.-Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458–466.

Richards, G. (1996). Production and consumption of European cultural tourism. Annals of Tourism Research, 23(2), 261–283.

Ropo, J. (2009). Brand management and branding: Creating a brand strategy for ADcode. Retrieved December 15, 2019, from www.theseus.fi/bitstream/handle/10024/8472/Ropo.Juha-Pekka.pdf

Schultz, M., & Hatch, M. J. (2001). Are the strategic stars aligned for your brand? Harvard Business Review, 129–134.

Senge, P. (2001). The art and practice of the learning organization. Retrieved December 15, 2019, from https://infed.org/mobi/peter-senge-and-the-learning-organization/

Simonson, I., & Nowlis, M. S. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27(1), 49–68.

Singh, A. K., Tripathi, V., & Yadav, P. (2012). Rebranding and organisational performance: Some issues of relevance. American Journal of Sociological Research, 2(5), 90–97.

Speece, M., & Phung Nguyen, D. (2005). Countering negative country-of-origin with low prices: A conjoint study in Vietnam. Journal of Product & Brand Management, 14(1), 39–48.

Tesi, T. (2008). The effect of adding features on product attractiveness: The role of product perceived congruity.

The impact of corporate rebranding on brand equity and firm performance. (n.d.). Retrieved June 1, 2020, from https://www.researchgate.net/publication/334276372_The_impact_of_corporate_rebranding_on_brand_equity_and_firm_performance

Xie, Y., & Boggs, D. (2006). Corporate branding versus product branding in emerging markets: A conceptual framework. Marketing Intelligence & Planning, 24(4), 347–364.

Yeboah, O., & Addaney, M. (2016). Corporate rebranding and performance of financial institutions in Ghana. Journal of Asian Business Strategy, 6(7), 150–166.