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

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