The effects of store atmospherics on the clients' rebranding perception and satisfaction level

• Autor(a) principal: Mateus, Ana Catarina Lopes
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18988
• topic: Atmospherics; Merge; Rebranding; Customer satisfaction; Ambiente de loja; Fusão; Mudança de marca; Satisfação do consumidor; Marketing; Estratégias de marca; Fidelidade à Marca; Trabalho de projeto

Rebranding and merge processes can lead to the loss of clients. Thus, companies need to work on the success of the post merged brand, in order to guarantee customers’ continuous loyalty and satisfaction. This project aims to analyse the effects of a recent merge with another brand of the same business group. The goal is to suggest improvement proposals in order to minimize the negative effects of the merge on the current and future store rebranding. Besides, the goal of this project is also to contribute to future mergers in different companies and business sectors. The methodology consists in the application of a questionnaire to the customers of the first refurbished store, whose sample is 145 customers, complemented with an analysis of the store’s environment. The results showed that the overall satisfaction with the new brand has been negatively influenced by the merge. Also, it was possible to demonstrate that the fact that the customer has a positive attitude towards the merger is strictly related to the positive effect of their perceptions of the store environment and overall satisfaction with the new brand. Consequently, this project demonstrates that several improvement proposals can be implemented in the company, regarding the rebranding and merge perception and store atmospherics’ satisfaction, in order to minimize any negative effects that may exist.