📄 Abstract
This study examines the connections among organizational demographics, customer service delivery, strategic marketing partnerships, and brand personality in Kenyan public universities. The study aims to investigate how brand personality affects service delivery, how strategic marketing partnerships improve university performance, how organizational demographics affect institutional effectiveness, and how these variables are interdependent. To provide a thorough theoretical foundation, the study is based on the Resource-Based View (RBV), Service Quality Theory (SERVQUAL), and Brand Equity Theory. A descriptive and explanatory research strategy was used to identify causal links between variables in accordance with a positivist research ethic. All Kenyan public universities made up the target population, and stratified random sampling was used to guarantee representation from various institution types. 250 faculty members were chosen as the sample size. A structured questionnaire was used to gather the data, and Cronbach's Alpha (a = 0.89) was used to verify internal consistency. Expert evaluations were used to test validity. Multiple regression analysis was used to analyze the data in order to ascertain the significance and strength of the correlations between the variables. Regression study shows that customer service at public colleges is positively impacted by brand personality. Additionally, customer service delivery is positively impacted by organizational demographics and strategic marketing partnerships (p-value of 0.000). The link between brand personality and customer service delivery is considerably moderated by organizational demographics, as evidenced by the significant interaction term between brand personality, strategic marketing alliances, and organizational demographics (p = 0.000). With a p-value of 0.000, the aggregate effect results of the four variables under investigation were positively significant. The study comes to the conclusion that improving organizational demographics, developing strategic marketing alliances, and strengthening brand personality are essential to raising the quality of services provided by Kenya's public universities. To improve institutional competitiveness and student happiness, recommendations include capacity-building programs, investments in strategic partnerships, and policy reforms.
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📚 How to Cite:
Dr. Kegoro Ongoto Henry , BRAND PERSONALITY, STRATEGIC MARKETING PARTNERSHIPS, ORGANIZATIONAL DEMOGRAPHICS AND CUSTOMER SERVICE DELIVERY OF PUBLIC UNIVERSITIES IN KENYA , Volume 11 , Issue 12, December 2025, EPRA International Journal of Multidisciplinary Research (IJMR) , DOI: https://doi.org/10.36713/epra25539