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Research Paper | Management | Kenya | Volume 4 Issue 3, March 2015 | Rating: 7.3 / 10
The Relationship between Rebranding and Customer Loyalty: The Case of Kenya Power
Makori M. Nyambane [2] | Makori M. Ezekiel
Abstract: Kenya Power and Lighting Company rebranded to Kenya Power. The rebranding exercise entailed name change, corporate color and logo. In this study, academic knowledge is enhanced with the help of a case study. As a result, this study suggests a new definition for corporate re-branding and presents an empirically grounded framework for understanding corporate re-branding and its impact on customer loyalty. The study used survey research design with a sample size of 234 customers of Kenya Power. The data for this study was obtained using administered questionnaires which were structured in both open and closed ended questions. The analysis of data was conducted using SPSS program. From the findings of the study, the service quality of Kenya Power had improved since rebranding. The study further established that rebranding had moderately improved the company image. Findings of this study are considered significant in enhancing strategies towards effective implementation of rebranding exercise among corporate organizations. The study also sought to add knowledge to the existing literature on rebranding and highlight the relationship between rebranding and customer loyalty.
Keywords: Rebranding, Customer Loyalty, Customer attitudes
Edition: Volume 4 Issue 3, March 2015,
Pages: 995 - 1001