The Interrelationships between Corporate Rebranding, Perceived Service Quality, Customer Satisfaction and Customer Loyalty: The Case of GCB Bank Limited.

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In the past, organizations like Toyota Company, AT&T and Cingular, Coca Cola in the United Kingdom and British Petroleum have rebranded, with some being successful, and others being failures. After the corporate rebranding of GCB, there has not been any formal research on its success or failure. This necessitated a study into the interrelationships between corporate rebranding, perceived service quality, customer satisfaction and customer loyalty. The case of GCB Bank Limited. The study was quantitative in nature and adopted descriptive research approach. The population for the study comprised customers of GCB in Kumasi metropolis. Using convenience sampling technique 210 customers for the study, using a structured questionnaire as the research instrument. Data analytical tools used were Partial Least Squares, linear regression and independent samples t-test. After the analysis, it was concluded that, corporate rebranding awareness does not significantly impact on service quality perception and customer satisfaction. Corporate rebranding does not moderate the relationship between service quality and customer loyalty and customer satisfaction and customer loyalty. Service quality perceptions however, positively and significantly impact customer loyalty. And that, customer satisfaction mediates the relationship between service quality and customer loyalty. The direct effect of service quality outweighs the indirect effect of service quality on customer loyalty. And customer satisfaction significantly and positively impact on customer loyalty. It was recommended that, banks should avoid spending huge sums of money rebranding if the sole purpose is to influence customer service quality perception and satisfaction.  
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Business Administration (Marketing Option), 2016