Corporate Brand Image and Customer Satisfaction. An Empirical Study of Expresso Ghana

Abstract

The study made an assessment on the Corporate Brand Image and Customer Satisfaction of Expresso Ghana within Accra. The main objective of this study was to detennine how corporate branding impacts on consumer purchase preference in the Expresso Ghana Telecommunication services and products. The qualitative research design was employed as well as purposive sampling to select respondents for the study. Interview schedules and questionnaires were used for respondents from Expresso Ghana staff and subscribers of the network. The study revealed that Expresso Ghana corporate branding had nothing to do with the purchase decision of the customers but it is the main source of communication with customers about the marketing mix of a product. Respondents in the study indicated their disappointment in the services and products of Expresso Ghana. However, they also indicated the interest in purchasing Expresso's products and services only if they carry creativity, innovation and consistency. The study also recommends that Expresso Ghana should consult its' customers through surveys and also use the mystery shopping technique to ensure customers are satisfied with products and services rendered.