Machugu, Nicholas2019-07-232020-01-082019-07-232020-01-082012Machugu, N (2012),An evaluation of impacts of rebranding on customers: case Study of Mobile Phone Service Providers in Tanzania , master dissertation, University of Dar es Salaam (available at http://41.86.178.3/internetserver3.1.2/detail.aspx)http://localhost:8080/xmlui/handle/123456789/4942Available in print formVodacom Tanzania Limited, Airtel, and Tigo both International companies operating in Tanzania have in recent past rebranded their respective identities. The objective of this study was to evaluate the impacts of rebranding on customers of the three mobile service providers specifically with regards to; customer knowledge and awareness of rebranding, perceived service quality, customer satisfaction, and customer loyalty. The data for the study was collected through questionnaires on a random selected sample of 134 mobile service customers in Dar es Salaam city. The data were analysed using SPSS where descriptive statistics such as cross-tabs were used. Descriptive research design was used. The results of the study indicate that to maintain its desirability a brand has to evolve. Rebranding is a strategic decision prompted by many reasons among them being; structural changes, competition, relevance, innovation, repositioning, globalization, rationalization, and legal requirements. Rebranding of the three mobile service providers had both positive and negative impacts on the respective customers. And as such, management of companies that want to rebrand must tread carefully in their marketing communication in order to maximize the positive impact while minimizing any probable negative impact.enBrand name productsBrand choiceMobile phone service providersCustomer serviceTanzaniaThesis