This study investigates the impact of HEdPERF on students' satisfaction and academic performance in Ghanaian private universities, with students' attitude towards learning as a mediator. The study was conducted on a total of 600 students selected from 6 private universities in Ghana out of which 421 responses received were useable representing 70.16% response rate. Purposive and convenience sampling techniques were adopted in selecting respondents. Questionnaire was used to collect data. Explanatory research design was also used. Stata version 13 and IBM Statistical Package for Social Sciences version 20 were the software used in data analysis. The study made use of Structural Equation Model (SEM) for data analysis and explored direct, indirect and total effect relationships. Confirmatory Factor Analysis (CFA) was used for data purification. The research found that HEdPERF has positive and statistical significant relationships with students' satisfaction, attitude towards learning and academic performance. Attitude towards learning also has positive and statistical significant relationship with students' satisfaction and academic performance. As regards the mediation effect, attitude towards learning partially mediates between HEdPERF on one hand, and students' satisfaction and academic performance on the other. This means that managers of Private Universities should consider service quality effects on students' satisfaction and academic performance with and without attitude towards learning in their strategic management.

The purpose of this research is to use an adapted SERVQUAL method to measure service quality in Ghanaian Private Universities. The study use graphical technique for data presentation.The methodological approach follows the traditional SERVQUAL method of service quality perception and expectation as well as the difference scores determination. This approach is intended to improve SERVQUAL method analysis to achieve quality decision making based on graphical view of different relationships among the concepts used in the method. The study is on 321 students' perception and expectations of five different Private Universities in Ghana.The study finds that students' perception on Private Universities' performance predict their loyalty better than the expectations. Managerial action can be better taken on service quality variables when the difference scores are used as percentage on perception. However, different service quality measurement methods such as SERVPERF and HEdPERF should be used and compared the results with this modified SERVQUAL method in Ghanaian Private Universities.This research finding has the strength to equip marketing professionals and researchers to increase SERVQUAL method adoption among different academic institutions.The value in this study is found in highlighting the importance of difference scores and the graphical demonstration of relationships among service quality perception and expectation as well as loyalty constructs in Ghanaian Private Universities.

The objective of this study is to investigate how brand personality and customers' 'self' affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers' 'self' can be harnessed to achieve brand engagement. This study used Aaker's brand personality, Keller's brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers' 'self-concept' have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers' self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors' investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and valuecongruence). In the same way, brand engagement can be measured by splitting Keller's measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities' brand personality. Private Universities' differentiation strategy should be based on competence, sophistication and excitement.

Strategy should begin with the understanding of customer needs which can be determined through perceptions of channel partners or direct research. In line with this, the study conducts a qualitative value chain audit of the mushroom industry with a view to understanding priorities. Structured and semi-structured interviews were conducted with value chain players of the 'mushroom growers and export association'. Value chain participants prioritised changing customerperceptions to improve demand, and to grow the market through penetration and the management of factors that influence the marketing mix, and the provision of quality inputs to improve production and influence the need to address the problem of access to finance and a strong association that advocates for matters of the industry. The study concludes that qualitative value chain analysis of participants' perspectives provides the means for understanding of priority activities for value creation. The study recommends further quantitative value chain analysis that measures the actual value that prioritised value chain activities could generate. Keywords: Agribusiness; mushroom; value chain, strategy, qualitative.

Customer satisfaction, trust and loyalty have been extensively researched, but the continuous changing of customer needs and the changing banking regulatory environment necessitates a correspondingly continuous evaluation of these construct. This study analysed the impact that customer satisfaction has on customer loyalty. In addition, the study investigated the mediating role of trust in the relationship between customer satisfaction and customer loyalty. The study was conducted on 825 useable responses which represented 82.5% of questionnaires distributed. Explanatory research design was used and Stata version 13 and IBM Statistical Package for Social Sciences version 20 were the software used in data analysis. The study used Structural Equation Model for data analysis to explored direct, indirect and total effect relationships. Confirmatory Factor Analysis was used for data purification. The study concludes that customer satisfaction has positive and significant relationship with customer loyalty in the banking sector. The study also found that customer satisfaction positively and significantly affects customer trust in the banking sector. In addition, customer trust also affects customer loyalty positively and significantly. The study also revealed that customer trust partially mediates between customer satisfaction and customer loyalty. However, customer trust does not mediate between specific dimensions of customer satisfaction and customer loyalty. This means that researchers and managers of banks should find innovative ways to build service performance and aligned their services to as a way to increase customer satisfaction to promote customer loyalty. The customer trust partial mediation role and customer trust failure to mediate customer satisfaction specific dimensions with customer loyalty need future research.