A survey of personal banking customers' satisfaction and perception towards the repositioning strategy adopted by KCB Limited in Nairobi County
Mwakio, Celestin Mwangeka
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Most organizations have undertaken various repositioning strategies in response to the threats posed by globalization and liberalization of the world economies. Repositioning is a strategy raised by companies to react to change and stay contemporary and fresh in the eyes of the consumer distinctly in relation to competitors offering to create a competitive advantage. Repositioning strategies are a set of decisions and actions that result in the formulation and implementation of plans. These plans are designed to achieve a firm's objectives and involve changes to the organization's strategic behaviour, whereby organizations revise their strategies to match the turbulence levels. The dynamics in the globalised marketplace have created a conscious awakening to organizations adopting various strategies to obtain and /or maintain their competitive edge. The importance of these issues has only motivated researchers to examine the relationship between customers' satisfaction, repositioning and competitive edge. The general objective of the study was to determine the satisfaction and perception of personal banking customers in Nairobi County towards the repositioning strategy adopted by KCB. The specific objectives of the study were; to establish whether personal banking customers were aware of the repositioning strategy carried out by KCB (Cognitive component of attitude), to find out personal banking customers' satisfaction and feelings towards the repositioning strategy adopted by KCB (Affective component of attitude) and finally to analyse personal banking customers' responses towards the repositioning strategy adopted by KCB (Behavioral Component of attitude).The research was a descriptive study and according to the KCB monthly report of October 2011, the number of its retail banking customers in Kenya was 1,256,493.The population of interest consisted of all KCB Personal banking customers in selected 10 out of the 29 KCB branches in Nairobi Central Business District who numbered 93,661.Selection of the 10 branches was determined by the high numbers of walk-in customers in those branches from where the respondents were approached. Sample size was 1000 KCB personal banking walk-in customers in the said 10 branches where Convenience sampling (also called haphazard or accidental sampling) was used to select the respondents. Primary data was collected by use of semistructured questionnaire where the response rate was 93%. Data analysis was done by use of frequency distribution, percentages, mean scores and standard deviation with the help of statistical package for social sciences software. The study was able to answer all its research questions and hence should be considered a successful research. The research showed that awareness level on KCB repositioning strategy was high; their customers had taken the changes positively by appreciating the change of logo, slogan, spacious banking services and the catch phrase of 'Making The Difference'; The customers were also responding very well towards the repositioning as they were marketing KCB to their relatives. The study also realized some lapses in the KCB repositioning efforts as it was seen to target elites by using mainly television and rally as their means of communicating their repositioning messages. Staffs were not relaying much information to their customers as they still wanted more information specifically on products and service offerings. There was also need to reduce the length of processes especially at the front office in order for the customers to be served faster. KCB having expanded their channels offerings needed to communicate more to enable the customers enjoy those services and may be it would have eased the congestion at their banking halls.