Effect of Corporate Branding on Customer Satisfaction of Commercial Banks in Kenya

Corporate Branding is one of the marketing strategies used to reinforce customer satisfaction. The corporate branding strategy of a company is a powerful marketing tool used to supplement its conventional marketing mix by incorporating the corporate identities, reputations, and goodwill associated with being a good corporate citizen into their marketing endeavours. The study thus sought to evaluate the effect of corporate branding on customer satisfaction of commercial banks in Kenya. The study was anchored on the commitment-trust theory. The study was guided by the positivist philosophy and adopted the explanatory research design. The target population was the 39 commercial bank customers in Kenya, with a sample of 602 customers. The study used a questionnaire as the data collection instrument. Structural equation modeling was used to ascertain the relationship between the various variables. The study found that corporate branding had a positive and statistically significant relationship with customer satisfaction of commercial banks in Kenya. The study recommended that commercial banks in Kenya enhance participation in community activities, reward customers, adopt biometric security mechanisms, enhance mobile banking, use modern banking equipment and appealing banking facilities, hire competent employees, and hold regular exhibitions of their products and services.

Commercial Banks; Corporate Branding; Customer Satisfaction

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