Effect Of Re-Branding On Customer Satisfaction In Cooperate Organization
Effect Of Re-Branding On Customer Satisfaction In Cooperate Organization
CHAPTER ONE
INTRODUCTION
1.1Â Background of the study
Over the past couple of years, the business environment has witnessed a tremendous change as a result of the re-branding by players in the banking industry. Re-branding is an important aspect of business as it tends to have a great impact on the satisfaction of customers. Most researchers characterizes re-branding as a firm trying to come out with a novel name, term, mark, blueprint or amalgamation of them to create a brand with the purpose of establishing a new image in the distinct minds of all interested parties, for example, competitors. However rebranding occurs when a brand is "reborn," and thus it aims to satisfy customer needs and wants.Re-branding can take the form of an evolutionary change or a...
