| dc.description.abstract | The objectives of this study were to establish whether customers are aware of the
repositioning strategy carried out by KCB, (Cognitive component of attitude), determine
the customer's feelings towards the repositioning strategy adopted by KCB (Affective
component of attitude), determine the customer's responses towards the repositioning
strategy adopted by KCB (Behavioral component of attitude). The study was a
descriptive research, the research targeted all the KCB personal banking customers in
Nairobi, a sample size of 100 personal banking customers were interviewed using nonrandom
convenience sampling out of which a response rate of 72% was achieved. The
findings from the study indicate that most of the respondents were male, married, aged
between aged between (26 - 35) years, had an average monthly income of below Kshs.
100,000, had university and college diploma education, operated either current or savings
account, opened their accounts before the changes and did not have accounts with other
banks.
Major research findings show that the awareness level of the respondents was established
to be very high most of the respondents were aware of the new logo, more ATMs, new
colours, that staff wear KCB T-shirts on Fridays, new slogan/tagline: "making the
difference, refurbished branches/more spacious banking halls, IT upgrade, more staff in
the banking halls and shorter processes/counter services are faster. The main sources of
awareness were TV, newspapers and magazines, KCB sponsored events, posters &
leaflets and personal banker /other KCB staff. The respondents strongly agreed with the
following factors; that they were proud to be KCB customers, that KCB is good in social
responsibility, that new KCB colours more appealing and vibrant, that now banking halls
have better ambience, that new KCB logo is more appealing, that KCB adverts are now
more captivating and that now staff are more customer conscious. The overall attitude of
the customers towards KCB is very positive, since majority of the respondents trust in the
banking services of KCB, feel that the bank is now more friendly and will continue to
operate an account with the bank, tell others of the changes in KCB, will open more
accounts in KCB should they require, will not close down their accounts, will not switch
to other banks, introduced new customers and now come to the bank more frequently.
The main limitation of the study was that the results of some questions should first be
viewed independently given that some were applicable to those customers with accounts
in KCB before the changes, those who opened the accounts after the changes while others
did not have an account with KCB. The effect of this is that the statistical proportion of
responses would be higher for those answered by both groups compared to those relevant
to a single group. | en |
