Influence of corporate branding on client satisfaction in commercial banks in Voi Town, Kenya

Abstract

Competitive pressure in the banking industry is causing banks to resort to creation of customer satisfaction and switching barriers as some of the strategies to retain customers. However, banks still lose customers to their peers and even to non-bank financial insitutions. Thus, the effectiveness of their relationship marketing approaches is put to doubt. The purpose of this paper, therefore, was to examine the influence of corporate branding on client satisfaction in commercial banks in Voi Town. Using quantitative analysis on cross-sectional data collected from a sample of 135 respondents, the study found that corporate branding was correlated with customer satisfaction. This satisfaction was enhanced by corporate branding, which made a bank more distinct from its competitors. Because customer satisfaction is a key driver of success, this study recommends that commercial banks have regular staff training on their brand so as to improve the connection between the brand and their service delivery, thus, leading to improved customer experience.

Keywords: Client satisfaction, Corporate branding, Relationship marketing, Kenya