EMPIRICAL EVIDENCE OF STRATEGIC DIMENSIONS ON THE REBRANDING PERFORMANCE OF POWER SECTOR IN ENUGU STATE, NIGERIA.

Abstract

This study examined influence of strategic dimensions on the rebranding performance of power sector in Enugu State, Nigeria. The specific objectives include the following to: examine the extent to which implementation strategy influence on net promoter score of power supply in Enugu State, Nigeria and ascertain the extent to which low-cost strategy influence on net profit margin of power supply in Enugu State, Nigeria. The researcher employed survey research design. Structured questionnaire was used. The population of the study was infinite, while the sample size of 384 was drawn, using Topman formula. Based on the data collected and analyzed with regression Analytical method, the study found that; implementation strategy had significant positive influence on net promoter score of power supply in Enugu State, Nigeria. This is confirmed with regression result; (t-cal = 165.015, p-value = 0.000  0.05%) and low-cost strategy had significant positive influence on net profit margin of power supply in Enugu State, Nigeria. This is confirmed with regression result (t-cal = 36.318, p-value = 0.000  0.05%). Therefore, the study concluded that strategic dimensions had significant positive influence on the rebranding performance of power supply in Enugu State, Nigeria. The study recommended that for every power supply firm in Enugu State to succeed and stay afloat, managers should incorporate a robust implementation strategy in their plan due to its positive effect on net promoter score and in order to enjoy high patronage from customers and operate profitably too, power supply firms in Enugu State should adopt low-cost strategy because of its positive effect on net profit margin.