CORPORATE REBRANDING AND CUSTOMERS RETENTION. A STUDY OF SELECTED TELECOMMUNICATION FIRM IN NIGERIA

Powel Maxwell Worimegbe () and Agbaje Ifedayo ()
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Powel Maxwell Worimegbe: Olabisi Onabanjo University, Ogun State, Nigeria
Agbaje Ifedayo: Olabisi Onabanjo University, Ogun State, Nigeria

Cactus - The tourism journal for research, education, culture and soul, 2020, vol. 2, issue 1, 17-25

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. (search for similar items in EconPapers)
JEL-codes: D18 M14 (search for similar items in EconPapers)
Date: 2020
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