Factors Influencing Level Of Consumer Satisfaction As A Result Of Rebranding: A Case Study Of Kenya Power-Nakuru
Customer satisfaction is a very important measure of companies’ performance and perceived quality of service. A strong brand enhances positive evaluations by customers, maintains a high level of product awareness, and provides a consistent image or brand personality. As time passes by, these brands remain unchanged and customers’ perceptions towards the brands are changing. Thus, re-branding is a necessary strategy that can escalate a new business image to build confidence to the customers. Existing literature has shown that effective re-branding can positively impact customer satisfaction, loyalty and company’s financial performance. The purpose of this study was to investigate factors perceived to be most affecting rebranding outcomes and identify the possible indicators of rebranding success. The study was based on the following objectives: i) to establish the relationship between customer innovativeness and customers’ satisfaction after re-branding. ii) To establish if brand equity has an influence on the level of customer satisfaction. iii) To evaluate the relationship between brand loyalty before rebranding and customers’ evaluation of rebranding strategy. A set of hypotheses were developed tested by conducting a qualitative survey on a randomly selected customer sample of 145 households in Nakuru Town. Data was be collected using a structured questionnaire and analyzed using Statistical Packages for social Scientist (SPSS) and the results inferred on the whole customer population. The findings demonstrate Innovative customers do not necessarily evaluate rebranding more positively than others. Brand equity and customer satisfaction after rebranding are positively related. Customers who were more loyal to the initial brand may pay more attention to brand. Kenya Power should do a major campaign to improve its brand equity and make effort to address the challenges faced by prepaid customers as compared to the postpaid ones. The government and other energy players should collude to improve the supply of power and make it steady. The key measurement of successful perception of re-branding is brand equity which is composite with brand awareness, brand association, perceived quality of service, brand loyalty, and other proprietary brand assets.