How the rebrand of dnata has impacted business performance and employee engagement within the organisation

Abstract

This dissertation looks at the rebrand of dnata and how this has impacted its business performance and employee engagement within the organisation, in line with the company’s six values. dnata is one of the worlds largest air services providers and is based in Dubai, United Arab Emirates. A mixed methods approach was used and a questionnaire was sent electronically to a stratified random sample, covering a cross section of 400 employees within the company that met the research criteria. The findings showed that employees had become more engaged with all six values underpinning the rebrand, though there was a greater increase in three of the six. Furthermore, as there is such a key focus on excellent service and delighting the customer, this has contributed to the growth dnata has experienced. The conclusion of this piece of research, was that businesses looking to be branded or rebranded, should look to try and adopt a set of values, a mission and a vision through the process, and that the best interests of the customer must be thought of throughout each stage.