Purpose- to determine the effect of strategic direction on service quality of accredited universities in Kenya.This study was guided by the positivist domain which is a major doctrine or theory in social sciences largely used in survey types of research. The study employed both cross-sectional research design and explanatory research design. The target population comprised the 74 public and private universities in Kenya. The sample size was 222 respondents. The main data collection tool was a questionnaire. Both descriptive and inferential statistics were used to analyze the data. Findings revealed that leaders of universities illustrated a high level of agreement on strategic direction. The result further showed that strategic direction has a positive and statistically significant relationship with service quality of accredited universities in Kenya. The practical implication is that the finding that strategic direction impacts service quality in Kenyan universities is in line with the trait leadership theory. The implication of the theory is that university leaders have the responsibility to motivate employees to perform, satisfying their needs and providing them assistance in attaining their goals. These are result oriented and are based on the long term vision and strategies that leaders put in place to provide a significant impact on everyone.

Design/Methodology- this study was guided by the positivist domain which is a major doctrine or theory in social sciences largely used in survey types of research. The study employed both cross-sectional research design and explanatory research design. The target population comprised the 74 public and private universities in Kenya. The sample size was 222 respondents. The main data collection tool was a questionnaire. Both descriptive and inferential statistics were used to analyze the data Findings- the study established that human capital had a significantly positive relationship with service quality. Human capital explained about 38% of the variation in service quality of accredited universities in Kenya.  Practical Implications- The human capital such as strategic leaders in universities should be aligned and increase their adoption of strategic leadership practices in order to inspire good managerial practices in universities. Additionally, the finding that human capital affects service quality is consistent with the Upper Echelons theory. This theory offers a framework for viewing leaders as wise, experienced and educated change agents who serve as a critical asset capable of enhancing service quality in their institutions.

The purpose of this study is to determine the effect of human capital on the service quality of accredited universities in Kenya. The study was guided by the positivist domain which is a major doctrine or theory in social sciences largely used in survey types of research. The study employed both a crosssectional research design and an explanatory research design. The target population comprised 74 public and private universities in Kenya. The sample size was 222 respondents. The main data collection tool was a questionnaire. Both descriptive and inferential statistics were used to analyze the data. Findings established that human capital had a significantly positive relationship with service quality. Human capital explained about 38% of the variation in service quality of accredited universities in Kenya. The practical implications for the study are that the human capital such as strategic leaders in universities should be aligned and increase their adoption of strategic leadership practices in order to inspire good managerial practices in universities. Additionally, the finding that human capital affects service quality is consistent with the Upper Echelons theory. This theory offers a framework for viewing leaders as wise, experienced, and educated change agents who serve as critical assets capable of enhancing service quality in their institutions.

The purpose of the study was to determine the effect of direct marketing on consumer product uptake in commercial banks in Thika town. The study sought to establish the effect of social media marketing, face to face selling, email marketing and telemarketing on consumer product uptake. The study adopted a descriptive cross sectional survey design and targeted 18 commercial banks operating in Thika Town. Only 16 commercial banks were involved in the study. Two commercial banks were used for piloting. The unit of observation comprised of 10 customers operating with the each of the commercial banks involved in the study making a total of 160 respondents. Structured questionnaires were employed in data collection. Both inferential and descriptive statistics were employed in analyzing the collected data. MS Excel and SPSS software were used in generating the statistics. The results of the study were presented in form of tables and figures. The findings of the study established that directing marketing practices such as social media marketing, face to face selling and telemarketing positively and significantly affect the levels of consumer product uptakes amongst commercial banks operating in Thika Town. The study however established that email market positively but insignificantly affects consumer product uptakes among the commercial banks. The study also recommends that the commercial banks operating in Thika Town should focus on enhancing their face to face selling practices since the practice positively and significantly affects the levels of consumer product uptakes. The study recommends that the commercial banks operating in Thika Town should focus on enhancing their telemarketing practices since the practice positively and significantly affects the levels of consumer product uptakes.