The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry

Bamfo, Bylon Abeeku; Dogbe, Courage Simon Kofi; Osei-Wusu, Charles

doi:10.1080/23311975.2017.1413970

Cited by 20 publications

(31 citation statements)

References 26 publications

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“…This relationship has been well-established in literature relating to other sectors. Bamfo, Dogbe, and Osei-Wusu (2018) found service quality to significantly influence customer satisfaction in the banking industry. Wilson et al (2012) identified perceived service quality as a determinant of customer satisfaction.…”

Section: Resultsmentioning

confidence: 99%

Employees’ customer orientation and customer satisfaction in the public utility sector

Pomegbe

Dogbe

et al. 2019

AJEMS

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Purpose The purpose of this paper is to ascertain how perceived service quality mediates employees’ customer orientation and customer satisfaction in the public utility sector. Design/methodology/approach The study focused on the commercial customers (small and medium-scale enterprises– (SMEs)) of Electricity Company of Ghana Ltd. There were 350 SMEs sampled for the study, and each had no more than 99 employees. Respondents were either owner-managers or employee-managers. Structural equation model (SEM) was used in estimating the effects among the variables studied. Findings Most public institutions have a built-in customer base, and therefore places less emphasis on employees’ customer orientation. This notwithstanding, findings revealed that employees’ customer orientation behaviors significantly impacted customers’ perceived service quality and satisfaction toward public institutions. Similarly, customers’ perceived service quality influenced their satisfaction toward public institutions. SMEs serve as an engine for economic growth in an economy, and therefore public institutions must consider their peculiar needs in the delivery of service to them. Originality/value This study pointed out that, employees’ customer orientation behaviors of public institutions have an influence on customers’ perceived service quality and satisfaction. Previous studies on these concepts have largely focused on the private sector, where there are lots of competition. This study also specifically studied commercial customers (SMEs) of public institution, which is quite novel, especially in relation to the concepts studied. And the contribution of SMEs to economic growth makes their study even much more important.

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Section: Resultsmentioning

confidence: 99%

Employees’ customer orientation and customer satisfaction in the public utility sector

Pomegbe

Dogbe

et al. 2019

AJEMS

Self Cite

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“…Researchers studied the relationship between the built environment and the customer satisfaction in varied environments (Bitner, 1992; Göçer et al , 2015; Leitner et al , 2020; Li et al , 2018; Zhang, 2019) demonstrating a significant impact. As well, service quality moderate satisfaction in different environments, including residential ones (Bamfo et al , 2018; Cronin and Taylor, 1992; Grönroos, 2009; Li et al , 2019; Sivathanu, 2019; Wilson et al , 2012).…”

Section: Built Environmentmentioning

confidence: 99%

Perceived quality of built environment, service, satisfaction and value in use, in the context of residential buildings

Silva

Valente

Petroli

et al. 2020

JFM

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Purpose Post-occupancy evaluation (POE) demonstrates relevance nowadays. Because of the wide competition between construction companies, it is necessary to be assertive, so satisfied clients bring new clients through communication amongst the users. This paper aims to assist a construction company, evaluating apartment owner’s perceptions regarding the built environment, the perceived quality of services, the satisfaction and the value in use, in the context of multifamily buildings. Design/methodology/approach This paper presents quantitative research of POE, applying confirmatory factor analysis and multiple linear regression. These methods analyse how the attributes behave in each theoretical dimension and evaluate the relationship between the dimensions of the built environment and services including customer satisfaction and value in use. Findings The results demonstrate that the constructs associated with management aspects such as service, cause higher levels of satisfaction and, therefore, higher value in use. The results become guidelines for constructors, supporting management and project decision-making. Research limitations/implications This study’s limitation is related to the number of questionnaires applied. The survey was applied to the apartment owners in all five buildings from a constructor, considered as the entire population of the research. For that reason, there were not used a sample. Further studies are required to improve the results, even more, using the present research in a larger sample, seeking a better generalisation. Also, future studies might evaluate other types of constructions and environments. Originality/value This paper used marketing constructs related to satisfaction, value in use and service, applied in the construction field of multifamily residential buildings.

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“…This single item was used in measuring celebrity endorsement. Using single item in measuring a construct has been used in a number of studies such as Bamfo et al (2018b) and Tevi (2013).…”

Section: Methodsmentioning

confidence: 99%

“…These were gender, age, educational status and years as a customer to the main telecommunication service provider. These variables were used as controls because they are deemed as the demographic features that could easily influence respondents’ choice of options provided in the questionnaire, and some past studies also controlled for these variables (Bamfo et al , 2018b; Priyankara et al , 2017; Wang et al , 2017).…”

Section: Methodsmentioning

confidence: 99%

Effect of celebrity endorsement on telecommunication companies’ reputation

Zakari

Dogbe

Asante

2019

MRR

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Purpose The study aims to assess the moderating role of celebrity characteristics in the relationship between celebrity endorsement and telecommunication companies’ reputation. Design/methodology/approach Analysis of results was based on 700 customers in the telecommunication sector. Confirmatory factor analysis was conducted to check for validity and reliability of the observed items. A hierarchical regression model was estimated to test the various hypotheses set for the study. Findings The study finds that celebrity endorsement in itself had no significant effect on the reputation of telecommunication companies. Celebrity attractiveness, likeability and trustworthiness had a direct effect (positive) on the reputation of telecommunication companies and positively moderated the effect of celebrity endorsement on telecommunication company reputation. Celebrity expertise had no direct effect on telecommunication company reputation but positively moderated the effect of celebrity endorsement and telecommunication company reputation. Research limitations/implications This study was purely quantitative. Future study could consider a mixed approach and include senior management members of the telecom firms for an in-depth interview. Practical implications In signing on celebrities as brand ambassadors, management must pay particular attention to celebrity attractiveness, likeability and trustworthiness. This would be more rewarding to the firms. Originality/value The study adds to the little empirical knowledge available on celebrity endorsement in sub-Saharan Africa and telecommunication sector in particular.

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The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry

Cited by 20 publications

References 26 publications

Employees’ customer orientation and customer satisfaction in the public utility sector

Employees’ customer orientation and customer satisfaction in the public utility sector

Perceived quality of built environment, service, satisfaction and value in use, in the context of residential buildings

Effect of celebrity endorsement on telecommunication companies’ reputation

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