Enterprise Identity for Public Service Pensions Fund, Eswatini

Abstract

The past years have shown a lot of organisations evolving and paying identity to their corporate identity. These organisations have responded to the demands of setting themselves apart from the competition and this has resulted in a competitive strategy. Organisations that have embraced corporate identity have shown to have direction and purpose. The study aims to investigate the corporate identity of the Public Service Pensions Fund (PSPF) in Eswatini. To attain its goal, the study employed three objectives, namely, investigate brand logo, website, social media, advertising on social media, brand identification on corporate identity and in turn internal customer satisfaction. Investigate how the Public Service Pensions Fund can remain distinct from its marketplace competitor. Investigate the influence of internal marketing determinants on internal customer satisfaction. For this research a quantitative method was used and a survey that was self-administered was also used. A sample size of 150 was executed and a 5-point Likert scale was used for this purposive sampling. The findings uncover that website, advertising on social media and brand identification positively influence corporate identity. Brand logo and social media were found not to influence corporate identity. The study also revealed that corporate identity does not significantly impact internal customer satisfaction. Internal marketing determinants were found to positively influence internal customer satisfaction. This research study aims to fill a gap both academically and practically in Eswatini by assisting PSPF’s internal and external stakeholders understand the corporate identity of the Public Service Pensions Fund and for PSPF to come up with corporate identity strategies, which would assist the organisation align with and strengthen.