Greener Journal of Business and Management Studies

Greener Journal of  Business and Management Studies  Vol. 6 (1), pp. 015-020, April 2016

 ISSN: 2276-7827 

Research Paper

Manuscript Number: 031416059

(DOI: http://doi.org/10.15580/GJBMS.2016.1.031416059)

 

Using Employees as Brands: A Case Study of Driving Schools in Harare

 

*Chikosha F, Vutete C

 

Department of Business Management, Zimbabwe Open University.

Abstract

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.

Return to Content       View [Full Article - PDF]  

[Full Article - HTML]           [Full Article - EPUB]

POST REVIEW RUNDOWN

View/get involved, click [Post Review]

References

Creswell JW (2009). Research Design, Qualitative, Quantitative, and Mixed Methods Approaches, 3^rd Ed, SAGE Publications, Singapore.

 

De Chernatony, L., & Segal-Horn, S. (2003). The Criteria for Successful Services Brands. European Journal of Marketing, 37 (7/8), 1095-1118

 

Javadein, S. R. S., Khanlari, A. and Estiri, M. (2008). “Customer loyalty in the sport services industry: the role of service quality, customer satisfaction, commitment and trust”. International Journal of Human Sciences, Vol. 5(2) pp. 1-19.

 

Kotler P. (1999).  Marketing Management.9^th Ed. Prentice Hall

 

Kotler, P and Armstrong, G.M.  (2011). Principles of Marketing.14^th Ed Prentice Hall

 

Kotler, P and Keller, K (2006).Marketing Management.12^thEd.Prentice Hall

 

Narver, J.C and Slater, S.F. “The Effect of Market Orientation on Business Profitability”,Journal of Marketing, October 1990: 20-35.

 

Arruda W. (2013).Personal Branding Trends.http://www.thepersonalbrandingblog.com/wp-content/uploads/2013/01/2013-personal-branding-trends-2013-FINAL.pdf