KNUSTSpace >
Research Articles >
College of Arts and Social Sciences >

Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10303

Title: Effect of rebranding on customer satisfaction in the banking industry in Ghana case study of Groupe Nduom Bank.
Authors: Bonsu, Emily Henewaa
Issue Date: 25-Jan-2017
Abstract: The banking industry in recent times has witnessed a rapid transformation over the past couple of years as result of keen competition among industry players. It is undeniable fact that banking provides vital services and serves as a life line of small businesses operating across length and breadth of Ghana. Banks in Ghana have been trusted in providing financial assistant to all manner of citizens and businesses as well. The study focused on investigating into the effect of rebranding on customer satisfaction among customers of Groupe Nduom Bank within Kumasi metropolis in Ghana. The study was conducted on a total of 350 customers who patronize the services of Groupe Nduom Bank out of which 304 responses were received representing 88.86% response rate. The study collected data using questionnaires and interview guide. The study adopted purposive and convenience sampling technique in selecting management and customers respectively. The result shows that, colour and number of branches as an organizational rebranding tool adopted at Groupe Nduom bank impacted positively on customer satisfaction and statistically significant. Findings revealed that name and logo and technology as an organizational rebranding tool at Groupe Nduom bank shows a positive impact on customer satisfaction but not significant. Rebranded customer service approach shows an inverse relationship on customer satisfaction but statistically significant. However, rebranded strategies at Groupe Nduom bank shows an inverse relationship on customer satisfaction and statistically significant. Generally, customers of Groupe Nduom bank are satisfied with rebranding that has taken place at Groupe Nduom bank. A common challenge that has taken place as a result of rebranding is the fact that, clients were alarmed at first because there was no public awareness of the change of name and they thought company had collapsed like most micro finance companies. The study recommended that, Groupe Nduom bank should intensified opening more branches as it is so dear to customer’s heart and uses this opportunity to improve on its working culture and ethics towards their quality of service given to their clients.
Description: A thesis Submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST), in partial fulfillment of the requirement for the degree of Masters of Business Administration (Strategic Management and Consulting option), 2016.
URI: http://hdl.handle.net/123456789/10303
Appears in Collections:College of Arts and Social Sciences

Files in This Item:

File Description SizeFormat
Emily Henewaa Bonsu.pdf803.64 kBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Valid XHTML 1.0! DSpace Software Copyright © 2002-2010  Duraspace - Feedback