Greener Journal of Business and Management Studies Vol. 6 (1), pp. 015-020, April 2016
Manuscript Number: 031416059
Using Employees as Brands: A Case Study of Driving Schools in Harare
*Chikosha F, Vutete C
Department of Business Management, Zimbabwe Open University.
There are too many driving schools competing for clients in Zimbabwe, with the result that a number of players are struggling to survive. The study looks at how employees can be a differentiating factor in the fight for market share. A total of 200 driving school employees were taken as respondents. The data was collected through questionnaires with structured questions. Most driving schools did well on customer service and having experienced driving personnel. On the downside driving school personnel do not seem to value smartness with regard to their dressing.
Key words: Driving schools, branding, internal marketing.
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