The Relationship Between Brand Personality and Customer Service Delivery:Perspectives from Public Universities in Kenya

Kegoro Ongoto Henry ,Munywoki Justus ,Kibera Francis ,Magutu Peterson

doi:10.7176/jmcr/75-03

Abstract

The main aim of this study was to establish the relationship between brand personality and customer service delivery of public universities in Kenya. The variables of this study were anchored on brand personality and SERVQUAL models. Data was collected using positivist and cross-sectional approaches. Data was obtained from respondents using multi-sampling and random sampling techniques. The total population of the study involved 31 public universities comprising a total of 84,931respondents. Random sampling method was used to determine the sample from of 15 public universities that comprised of 61,541 respondents from which the sample size of this study was obtained. The ideal sample size of 398 respondents was determined using Israel scientific formula. Self-developed questionnaire comprising closed and open questions was adopted in collecting data. Items of the questionnaire were measured using a Likert scale. Linear mixed effect models were used to analyse data. The findings revealed that brand personality have a significant positive impact on customer service delivery of public universities in Kenya. The overlapping metrics of brand personality which limited the study were minimized by adoption factor analysis method before conducting linear mixed effect tests. The findings imply that managers of public universities can enhance customer service delivery by adoption of brand personality strategy. Further, the findings shed more light to policy makers, marketing practitioners and scholars on how brand personality can be used to enhance customer service delivery. This study is one of the novel studies that has deviated from the conventional approaches of data analysis. Multi-level approach of data analysis facilitated by mixed effect model tests disobeys the Ordinary Least Square statistical assumptions thus revealing the impact of brand personality within and between students of the universities in relation to service delivery. Keywords: Brand Personality, Customer Service Delivery and Public Universities. DOI: 10.7176/JMCR/75-03 Publication date: January 31 st 2021

Highlights

Organizations around the world and institutions of higher learning have continued to appreciate the role of brand personality strategy in enhancing customer service delivery (Giovanni & Daniela, 2018)
The following hypothesis was advanced from literature review: Hypothesis01: Brand personality has no significant influence on customer service delivery of public universities in Kenya
Universities with adequate number of hostels, lecture halls, employees and appropriate technology are likely to attract and retain more students. This position is supported by Rashwan et al (2018) who concluded that brand personality strategy is a strong predictor of customer service delivery in any organization if effectively embraced

Summary

Introduction

Organizations around the world and institutions of higher learning have continued to appreciate the role of brand personality strategy in enhancing customer service delivery (Giovanni & Daniela, 2018). With globalization of higher education services, potential customers of higher education services are determined to find a brand that display human qualities (Gary, José, Susan, Melisaa &Theresa, 2018). Brands that express favoured human qualities such as competence, sophistication, excitement, sincerity and ruggedness are more likely to enhance customer loyalty (Banahene, 2017 & Chin, 2016). Competition in multiple sectors and more especially in the higher education sector has made institutions of higher learning to rethink on brand personality as an alternative marketing strategy that can facilitate enhanced customer service delivery (Kotler, 2010)

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Discussion

Conclusion