The relationship between employee personal branding and customers’ perceived service quality: An empirical investigation of the insurance sector in Botswana

Abstract

This study examines the effects of personal branding on perceived service quality. The study seeks to find out if personal branding can be used as a means to improve service quality especially focusing on the insurance sector in Gaborone, Botswana. Using a convenience sample of 75 respondents, the study found that different personal branding dimensions significantly influenced different dimensions of service quality. Communication was found to significantly influence all the service quality dimensions (responsiveness, reliability and tangibles). Behaviour and Self-esteem were found to positively influence responsiveness while Appearance was found to have a significant influence on reliability. The study confirms the importance of personal branding as one of the crucial elements in improving service quality by organisations.