REBRANDING STRATEGIES AND CUSTOMER PATRONAGE OF SAMMIES RESTAURANT IN CHOBA, PORT HARCOURT, RIVERS STATE.

Abstract

This work is an investigation into the impact of a rebranding strategy on the customer patronage of Sammies Restaurant in Choba, Port Harcourt. Our research population consisted of customers of Sammies Fast Food, in which we applied convenience sampling method, thus fifty (50) questionnaire were purposively distributed to customers of Sammies Fast Food in Choba. The research design applied for this study is across-sectional survey design. To test our hypotheses, the Multiple regression was applied to reveal the causal relationship that exists between the measures of the predictor variable (Rebranding strategy) and the criterion variable (Customer patronage). The findings suggest that changing a company's image and reputation can be a valuable activity in organizations such as fast food restaurants in Nigeria. Without such actions, customers will continue to wallow in their ignorance and make decisions based on their previous experiences, which eventually leads to cognitive dissonance.