How the rebrand of dnata has impacted business performance and employee engagement within the organisation
Author
Lewis, James
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
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.
Description
BA (Hons) Marketing Management
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