CORPORATE IMAGE AS A RE-BRANDING PRACTICE IN ENHANCING ORGANIZATIONAL PERFORMANCE IN THE PUBLIC PROCUREMENT AND REGULATORY AUTHORITY (PPRA), KENYA
Abstract
In today’s Public Sector, branding and re-branding are crucial, unlike in previous years where it did not matter. Organizations worldwide have to come up with strategies to improve their day-to-day ways of doing things to improve organizational performance. Emerging trends have come up and taken over the old way of doing things and this has positively affected the level of performance in the public service and has brought about the rise in positive change. The public sector has been challenged to come up with efficient service delivery to bring customer satisfaction. It has not been left behind as the world becomes a global village. Restoring customer confidence and being more customer-focused is now emerging as a major priority. The government over a long time has had a distorted image in the way it performed. The study examined corporate image as a re-branding practice in enhancing organizational performance of the Kenyan Public Procurement Authority. A descriptive study research design was used. The target population was 10 top-level managers, 13 middle-level managers, and 73 staff of different cadres at PPRA, Kenya, and 30 external customers. The purposive sampling technique was used where a sample of 4 Directors, 6 Deputy Directors, 20 officers PPRA Kenya employees, and 15 external customers were chosen. Pilot testing was used to check the reliability of the tools that were used. The study found that corporate image has a statistically positive relationship with the performance at PPRA. As the corporate image improves, the performance of the organization improves and vice versa. The study recommends that PPRA should do regular evaluations of the corporate image to enable it to make improvements. Customers also should be involved in rebranding to enable them to own and support the brand.
References
Alrubaiee, L. S., Aladwan, S., Joma, M. H. A., Idris, W. M., & Khater, S. (2017). Relationship between corporate social responsibility and marketing performance: The mediating effect of customer value and corporate image. International business research, 10(2), 104-123.
Backes-Gellner, U., & Veen, S. (2009). The impact of aging and age diversity on company performance. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1346895
Baranik, L. E., Wang, M., Gong, Y., & Shi, J. (2017). Customer mistreatment, employee health, and job performance: Cognitive rumination and social sharing as mediating mechanisms. Journal of Management, 43(4), 1261-1282.
Bolhuis, W., De Jong, M. D., & Van Den Bosch, A. L. (2018). Corporate rebranding: effects of corporate visual identity changes on employees and consumers. Journal of marketing communications, 24(1), 3-16.
Cameron, K. S., & Whetten, D. A. (Eds.). (2013). Organizational effectiveness: A comparison
Cascio, W. F. (2014). Development to enhance employee retention. Human Resource Development International, 17(2), 121-128.
Fincham, J. E. (2008). Response rates and responsiveness for surveys, standards, and the journal. American Journal of Pharmaceutical Education, 72(2), 43. https://doi.org/10.5688/aj720243
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.
Gall, M. D., & Borg, W. R. (1989). Educational research. A guide for preparing a thesis or dissertation proposal in education. Longman, Inc., Order Dept., 95 Church Street, White Plains, NY 10601 Stock No. 78164-6.
Harsanyi, M. A. (2020). Rebrand Like a Butterfly: Preparing Organizations to Make Rational Rebranding Decisions (Doctoral dissertation, University of Maryland University College).
Hogevold, N. M., Rodriguez, R., Svensson, G., & Roberts-Lombard, M. (2022). Organisational and environmental indicators of B2B sales performance. Marketing Intelligence & Planning, 40(1), 33-56. Intergenerational investigation. Research papers in Education, 28(4), 506-517.
IQTC. (2021, February 17). Gender balance in research, why is so important? IQTC - The Institute of Theoretical and Computational Chemistry of the Universitat de Barcelona |. https://www.iqtc.ub.edu/news/gender-balance-in-research-why-is-so-important/
Joseph, A., Gupta, S., Wang, Y., & Schoefer, K. (2021). Corporate rebranding: An internal perspective. Journal of Business Research, 130, 709-723.
Kaplan, R. S., & Norton, D. P. (2001). Transforming the balanced scorecard from performance measurement to strategic management: Part II. Accounting horizons, 15(2), 147-160.
Kariuki, A. K. (2015) Impact of information technology on organizational performance: case of population services Kenya (Doctoral dissertation, University of Nairobi).
Klijn, E. H., Eshuis, J., & Braun, E. (2012). The influence of stakeholder involvement on the effectiveness of place branding. Public management review, 14(4), 499-519.
Knies, E., Jacobsen, C., Tummers, L, Storey, J. Hartley, J Denis, J. L & Ulrich, D(2016). Leadership and organizational performance. J. Storey, J. Hartley, J.-L. Denis P.t Hart, & D. Ulrich, 404-418.
Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.
Latham, G. P. (2016). Goal setting: A possible theoretical framework for examining the effect of priming goals on organizational behavior. Current Opinion in Psychology, 12, 85-88.
Luhangala, H. M., & Anyieni, A. (2019). Strategy implementation on organization performance: A case of public secondary schools Nyamira County, Kenya. International Academic Journal of Human Resource and Business Administration, 3(5), 394-410.
Mavroudi, E., Kesidou, E., & Pandza, K. (2023). Effects of ambidextrous and specialized R&D strategies on firm performance: The contingent role of industry orientation. Journal of Business Research, 154
McGrath, P. (2003). Benefits of participation in a longitudinal qualitative research study. Monash Bioethics Review, 22(1), S63-S78. https://doi.org/10.1007/bf03351388
Mugenda O.M and Mugenda (1999) Research methods: Quantitative and qualitative methods approach 2nd Revved Nairobi: Act Press
Munim, Z. H., & Noor, T. (2020). Young people's perceived service quality and environmental performance of hybrid electric bus service. Travel Behaviour and Society, 20, 133-143.
Nana, S., Tobias-Mamina, R., Chiliya, N., & Maziriri, E. T. (2019). The impact of corporate rebranding on brand equity and firm performance. Journal of Business and Retail Management Research, 13(4).
Ngechu, M. (2004). Understanding the research process and methods. An introduction to research methods. Unpublished MBA Thesis, School of Business: University of Nairobi.
Ngulube, P. (2003). Preservation and access to public records and archives in South Africa (Doctoral dissertation).
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236.
Orodho, A. J. (2003). Essentials of educational and social science research methods. Nairobi: masola publishers, 54, 71-82.
Osano, E. M., & de Waal, A. (2020). A Competitive Analysis of East African Cement Companies using the High Performance Organization Framework. International Journal of Management and Applied Research, 7(4), 454-470.Kothari, 2004).
Pham, L., Limbu, Y. B., Bui, T. K., Nguyen, H. T., & Pham, H. T. (2019). Does e-learning service quality influence e-learning student satisfaction and loyalty? Evidence from Vietnam. International Journal of Educational Technology in Higher Education, 16(1), 1-26.
Sallam, M. A. (2016). The impact of brand image and corporate branding on consumer’s choice: The role of brand equity. International Journal of Marketing Studies, 8(1), 98.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Wang, C. Y. (2010). Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs. Psychology & Marketing, 27(3), 252-262.
Wiersma, D. S., & Lagendijk, A. (1996). Light diffusion with gain and random lasers. Physical Review E, 54(4), 4256.
