The Effects of Branding on Customer Satisfaction

This book establishes the relationship between branding and customer satisfaction in SACCOs by casing a SACCO known as UNAITAS Ltd. In Kenya, SACCOs belong in the financial sector under the Ministry of Industry, Trade and Cooperatives' Division of Co-operative, Finance and Banking. The focus of this book was based on a growth strategy for UNAITAS SACCO, as it looks forward to branding itself into a fully-fledged commercial bank. The importance of branding cannot be understated, it helps companies revamp and rejuvenate hence open a new chapter in terms of gaining larger customer base consequently increasing profits which is the object of most profit making companies. The book aims to determine the effects of brand association on customer satisfaction; to find out the impact of perceived quality on customer satisfaction and evaluate the effect of customer satisfaction among UNAITAS SACCO members. This book can benefit UNAITAS SACCO management its members, other SACCOs and marketing executives working in the service sector.

Autorentext

Georgina Oliech nasceu há 43 anos no Quénia. Tem mais de 10 anos de experiência de trabalho como executiva e administradora de marketing, incluindo ONGs e outras instituições privadas no Quénia. Fez os seus estudos de pós-graduação no Kenya College of Accountancy University e posteriormente obteve o mestrado em administração de empresas pela USIU-A.