Factors Determining Corporate Rebranding In Services Sector – A Study With Reference To Chennai

Q4 Business, Management and Accounting

Restaurant Business Pub Date : 2019-11-15 DOI:10.26643/rb.v118i11.10040

H. Pushpalatha, M. Chandran

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Abstract

Corporate rebranding is a strategic decision of brand management that has been implemented to cope with the changing of market situation, growing target market, or challenging competitive environment. The organizations, especially in the service industry, that implemented the rebranding strategy could be success or fail. Basically services have many characteristics that different from products, e.g., service intangibility, service heterogeneity, and consumer-employee participation in service processes, therefore the corporate rebranding in service industry is more difficult than that in product industry. Several academics believe that the service corporate rebranding will reward if the changes that occur not only be the apparent change, but also the changes on companies’ operations, which require the involvement of employees and its system .Service quality perceptions however; positively and significantly impact customer loyalty, and customer satisfaction significantly and positively impact on customer loyalty. It was recommended that, rebranded should avoid spending huge sums of money influence customer service quality perception and satisfaction

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服务业企业品牌重塑的决定因素——以金奈为例的研究

企业品牌重塑是为应对市场形势的变化、目标市场的增长或竞争环境的挑战而实施的品牌管理战略决策。实施品牌重塑战略的组织，尤其是服务行业的组织，可能成功也可能失败。服务基本上具有许多不同于产品的特点，如服务的无形性、服务的异质性、消费者-员工参与服务过程等，因此服务行业的企业品牌重塑比产品行业的企业品牌重塑难度更大。一些学者认为，如果发生的变化不仅是表面上的变化，而且是公司运营的变化，这需要员工及其系统的参与，那么服务企业的品牌重塑将会得到回报。正向显著影响顾客忠诚，顾客满意显著正向影响顾客忠诚。建议重新命名应避免花费巨额资金影响客户对服务质量的感知和满意度

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Restaurant Business Business, Management and Accounting-Tourism, Leisure and Hospitality Management

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