Strategic Direction as a Determinant on Service Quality of Accredited Universities in Kenya

Abstract

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.