An Investigation into the Effect of Corporate Image on Customer Attitudinal Responses: A case of business customers of Kenya Power, Nakuru Town, Kenya

Abstract: This study addresses effect of corporate image on customer attitudinal response. It involved 173 business customers of Kenya Power, Nakuru Town. A structured questionnaire was used to collect data. The theory of planned behaviour was adopted for this study. The findings revealed that change in corporate image had a positive impact on the attitudinal responses of business customers at Kenya Power. This supported by a positive Pearson Correlation between change of corporate image and attitudinal response at (r = 0.383). The researcher recommended that the management of Kenya Power should consider paying attention to the dimensions of corporate image. The study recommended that the corporate rebranding should be done after careful consideration of customer’s attitude and perception changes on a company’s products and services and the management of Kenya Power need to reexamine the procedure incidental and needs to consider conducting prior market research and share these findings with the stakeholders. Keywords: Corporate Image, Customer Attitudinal Response, Customer Service, Brand Positioning. Title: An Investigation into the Effect of Corporate Image on Customer Attitudinal Responses: A case of business customers of Kenya Power, Nakuru Town, Kenya Author: Soila Chebet Kabindio, Dr. Peter Mwaura International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Research Publish Journals

Citation