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DR. SAMUEL MAINA

Lecturer & Chairperson, Business Administration, Department of Business Administration

Home School of Business, Economics & Tourism Department of Business Administration DR. SAMUEL MAINA

DR. SAMUEL MAINA

Lecturer & Chairperson, Business Administration, Department of Business Administration

Administrative Position
October 2020 -to-date: Chairman Business Administration Department; Dec 2015 – Sept. 2020: Doctoral & MBA Programmes Coordinator; Sept 2013 – Nov 2015: Departmental Examinations Coordinator

Research Interests

Marketing

Refereed Journal Articles

  1. Mulili B.M., Maina S.M. & Kinyuru R.N. (2025). Integrated Marketing Communication Mix Elements and Adoption of a Sports Culture: The Case of Academic Staff of Chartered Public Universities in Nairobi City County, Kenya.
  2. Mulili B.M., Maina S.M. & Kinyuru R.N. (2025). Mixed Methods Research Design Explained. International Journal of Modern Statistics , Vol. 5, Issue No. 1, pp 1 – 13.
  3. Mulili B.M., Maina S.M. & Kinyuru R.N. (2025). Promotion of a Sports Culture in Kenya. Journal of Business and Strategic Management, Vol. 10, Issue No. 3, pp. 56 – 66.
  4. Ochenge, J. M. & Maina, S. (2025) Nexus between strategic planning practices and service delivery: An evaluation of Nairobi City County Government, Kenya. The Strategic Journal of Business & Change Management, 12 (1), 343 – 361. http://dx.doi.org/10.61426/sjbcm.v12i1.3192
  5. Makuei, Y.M.K., Muathe, SMA., & Maina, S.M., (2024). Performance of Small and Medium Sized Enterprises: Insights from Social Media Usage in Juba City, South Sudan. Journal of Economics, Finance and Management Studies . 7(10) 4356-225.
  6. Immaculate, N., Muathe, S. M. A., & Maina, S. (2024). Navigating Unchartered Territory: Implication of Access to Financial Services on Non-Financial Performance of Youth Owned MSMEs in Mukono District, Uganda. Economics and Business Quarterly Reviews, 7(4), 301-312.
  7. Atieno, O. S., & Maina, S. (2024). Corporate Growth Strategies and Performance of Selected Real Estate Firms in Nairobi City County, Kenya. Journal of Strategic Management, 4(4), 10- 19.
  8. Mbichi, M. N., Maina, S. (2024). Marketing strategies and performance of dairy firms in Kiambu County, Kenya. International Academic Journal of Human Resource and Business Administration (IAJHRBA), 4(4), 387-422.
  9. Michael M., & Maina S., (2024). Generic Strategies and Competitive Advantage of Maize Seed Companies in Kirinyaga County – Kenya. International Journals of Academics & Research, Vol. 7, Issue 1.
  10. Omido, M. K., Maina, S. & Namusonge, M., (2024). The Effect of Value Innovation Strategies on Performance of Insurance Companies, an Empirical Survey of Selected Insurance Firms in Kenya. IOSR Journal of Business and Management (IOSR-JBM), Volume 26, Issue 8. Ser. 1.
  11. Omido, M. K., Maina, S. & Namusonge, M., (2024). Impact of Blue Ocean Strategies on Firm Performance: An Integrated Theoretical and Literature Review towards Implementation. International Journal of Innovative Research and Development, Vol 13 Issue 8.
  12. Munyao, A. N., & Maina, S. (2023). Examining the Impact of Resource Mobilization on the Performance of NHIF in Machakos County Kenya. Journal of Strategic Management, 3(4), 15-23.
  13. Kwamboka, S., & Maina, S. (2023). Strategic Resilience and Performance of Small and Medium Enterprises in the Construction Industry in Nairobi City County, Kenya. International Journal of Science and Research Volume 12 Issue 11.
  14. Oraya, N. A., Maina, S (2023). Entrepreneurial competencies and organizational performance of micro and small enterprises in Machakos County, Kenya. International Academic Journal of Human Resource and Business Administration, 4(2), 257-272
  15. Muteshi, K. H., Maina, S., & Kinyua, G. (2022). Country brand equity, mediating country brand choice for foreign direct investment in Kenya. The Strategic Journal of Business & Change Management, 9 (4), 667 – 685
  16. Muteshi, K. H., Maina, S., & Kinyua, G. (2022). Country regulatory environment, moderating country brand choice for foreign direct investment in Kenya. Reviewed Journal International of Business Management, 3 (1), 66 - 82
  17. Gakii, A., Maina, S., Murigi, M., 2022. Search Engine Optimization, Competitive Advantage and Market Performance of Registered Tours and Travel Agencies in Nairobi city county, Kenya. Journal of Sustainable Business and Economics. 5(4), 16. https://doi.org/10.30564/jsbe.v5i4.16
  18. Gakii A., Maina S. & Murigi, E., (2022). Moderating Effect of Firm Characteristics on the Relationship between Video Online Marketing and Market Performance of Registered Tours and Travel Agencies in Nairobi City County, Kenya. European Journal of Business and Management , Vol.14.
  19. Wambui, P. M., & Maina, S. (2022). Organization adaptability and performance of large retail chain stores in Nairobi City County, Kenya. International Academic Journal of Human Resource and Business Administration, 4(1), 88-105.
  20. Otieno B. A. & Maina S., (2022). Business excellence practices and performance of fast moving consumer goods manufacturing firms in Nairobi County, Kenya. International Journal of Social Sciences Management and Entrepreneurship, 6(1): 528-545 .
  21. Ngugi R., Muchemi A. & Maina S. (2022). The mediating role of entreprenuarial orientation on the relationship between first mover strategy and performance of selected telecommunication application service firms in Kenya. International Journal of Economics, Commerce and Management, Vol. X, Issue 2 .
  22. Ngugi R., Muchemi A. & Maina S. (2022). Niche Market Penetration Strategy and Performance of Selected Telecommunication Application Service Firms. International Journal of Managerial Studies and Research (IJMSR), vol 10, no. 2, 2022, pp. 8-17 . doi: https://doi.org/10.20431/2349-0349.1002002 .
  23. Alumasa, B. A., & Maina, S. (2021). Product diversification and performance of foreign fast food restaurants in Nairobi City County, Kenya. The Strategic Journal of Business & Change Management, 8 (4), 388 – 400
  24. Gachango S. N. & Maina. S. (2021). Integration Strategy and Performance of Commercial Banks in Nairobi City County, Kenya. The International Journal of Business & Management Vol 9 issue 9
  25. Mbaya, J.M., Maina, S. & Namusonge, M., (2021). Strategic Learning and Performance of Small and Medium Sized Dairy Processing Firms in Kenya. International Journal of Business Research and Management (IJBRM), Volume (12). Issue (5) : 2021 249 ISSN: 2180-2165.
  26. Muriuki, P., & Maina, S. (2021). The Strategy Implementation Capabilities and Performance of Nairobi Securities Exchange (NSE) in Kenya. International Journal of Business Management, Entrepreneurship and Innovation, 3(2), 49-61. https://doi.org/10.35942/jbmed.v3i2.189
  27. Njoroge, Samuel M., Maina, Samuel M. (2021), Entrepreneurial Orientation and Organizational Performance of Airlines in Kenya. International Journal of Research, Volume: 73, Issue: 1
  28. Blandina, W. K., Stephen, M. A. M., & Samuel, M. M. (2021). Strategic Intelligence and Financial Performance in the Commercial Banks in Kenya. International Journal of Academic Research in Business and Social Sciences, 11(3), 243-257.
  29. Mbaya, J.M, Maina, S. & Namusonge, M. (2021). Strategic Action and Performance of Small and Medium Sized Dairy Processing Firms in Kenya. The International Journal of Business and Management, Vol 9 Issue 1.
  30. Hilda M. Maina S., (2020). Beyond nation branding to building country brands through marketing mix. The International Journal of Business and Management, Vol 8 Issue 5.
  31. Kori, B. W., Muathe, S. M. A., Maina, S. M. (2020).Banks Regulation and Performance in the Context of Commercial Banks in Kenya. International Journal of Academic Research in Business and Social Sciences. 10(10),65-79.
  32. Nyakado, J. Maina S., (2020). Experiential Marketing and Customer’s Brand Loyalty in Telecommunications Industry in Kenya. The International Journal of Business and Management, Vol 8 Issue 6.
  33. Kori, B. W., Muathe, S. M. A., Maina, S. M. (2020). Financial and Non-Financial Measures in Evaluating Performance: The Role of Strategic Intelligence in the Context of Commercial Banks in Kenya. International Business Research; Vol. 13, No. 10.
  34. Kori, B. W., Muathe, S. M. A., Maina, S. M. (2020). Strategic Intelligence Practices and Performance of the Banking Industry: The Role of Regulatory Framework in Commercial Banks in Kenya. International Journal of Economics, Commerce and Management United Kingdom ISSN 2348 0386 Vol. VIII, Issue 9, Sep 2020
  35. Gakii A. Maina S. (2019). Nexus between Online Marketing Strategies and Market Performance: A Critical Review of the Literature and Research Agenda. European Journal of Business and Management Vol.11, No.15, 2019.
  36. Muthaka, J.M, Maina, S. (2019). Effect of Credit Transfer on Performance of Selected Technical Vocational and Training Education Institutions in Nairobi County, Kenya. Journal of Education. Vol 2(1) pp. 40-52.
  37. Mwirigi, R. N., Maina, S., & Kimencu, L. (2018). Value Based Customer Relationship Management and Satisfaction of Commercial Banks Account Holders in Kenya. International Journal of Academic Research in Business and Social Sciences, 8(5), 664 – 676.
  38. Mwirigi, R. N., Maina, S., & Kimencu, L. (2018). Moderating Role of Demographics on the Relationship between Customer Relationship Management and Satisfaction of Commercial Banks’ Account Holders in Kenya. International Journal of Academic Research in Business and Social Sciences, 8(5), 688 – 706.
  39. Cheche, S.G., Muathe, S.M.A, & Maina, S.M., (2017). Traits engagement, psychological state engagement and performance of selected state corporations in Kenya. The International Journal of Business & Management, Vol 5 issue 11. ISSN 2321 - 8916www.theijbm.com
  40. Cheche, S.G., Muathe, S.M.A, & Maina, S.M., (2017). Employee Engagement, Organisational Commitment and Performance of Selected State Corporations in Kenya. European Scientific Journal, Vol 13 (31). ISSN 1857-7431.
  41. Gachengo, L.W., Muli, J., & Maina, S.M., (2017) Resource-Based Collaborations and Performance Of Courier Firms Nairobi City County, Keny a. The Strategic Journal of Business & Change Management.Vol. 4, Iss. 2 (58), pp 1026 - 1040, June 2, 2017 ISSN 2312-9492(Online) 2414-8970 (Print)
  42. Gachengo, L.W., Muli, J., & Maina, S.M., (2017) Cost-Based Collaborations and Performance Courier Firms Nairobi City County, Kenya .The Strategic Journal of Business & Change Management. Vol. 4, Iss. 2 (59), pp 1040 - 1053, June 2, 2017 ISSN 2312-9492(Online) 2414-8970 (Print).
  43. Maina, S.M., (2016). Consumer Ethnocentrism, Demographic Characteristics and Willingness to Buy Commercial Banking Services in Kenya . European Scientific Journal, September 2016 edition Vol.12, No. 25, Pg 306 – 322
  44. Maina, S.M., Kibera, F.N & Munyoki, J.M., (2015). Influence of Perceived Value on the Relationship between Consumer National Ethnocentrism and Willingness to Buy Commercial Banking Services in Kenya . European Scientific Journal, July 2015 edition Vol.11, No. 19, Pg 100-113

Conference Papers

  1. Irene W. M., Wanjira, J. Maina, S. (2019). Marketing strategies and purchase decision among consumers of smartphones in Nairobi city county, Kenya. School of Business Kenyatta University International Business Research and Industrial Conference (IBRIC) 2019 at North Coast Beach Hotel, Mombasa in June 20 th – 21 st , 2019.
  2. Muteshi, K. H. Maina, S. (2019). Marketing Mix and Adoption of Improved Sanitation Products among Rural Households in Magarini, Kilifi County Kenya. School of Business Kenyatta University International Business Research and Industrial Conference (IBRIC) 2019 at North Coast Beach Hotel, Mombasa in June 20 th – 21 st , 2019.
  3. Oruko E. A. Maina, S. (2019). Service Quality and Customer Satisfaction among Account Holders in Deposit Taking Savings and Credit Cooperative Societies in Nairobi City County, Kenya. School of Business Kenyatta University International Business Research and Industrial Conference (IBRIC) 2019 at North Coast Beach Hotel, Mombasa in June 20 th – 21 st , 2019.
  4. Waweru R.G., Maina, S.M., & Njuguna, J.W., (2017). Effect of Perceived Value on Customer Satisfaction among University Students in Kenya. KESSA (Kenya Scholars and Studies Association) - African Interdisciplinary Studies Association (AISA) - Multimedia University of Kenya Joint International Interdisciplinary Conference, at Multimedia University of Kenya, Nairobi in June 28-30, 2017.
  5. June 28-30, 2017: KESSA (Kenya Scholars and Studies Association) - African Interdisciplinary Studies Association (AISA) - Multimedia University of Kenya Joint International Interdisciplinary Conference, at Multimedia University of Kenya in Nairobi.
  6. 23rd – 26th August, 2016: The 6th African RCE Conference at the Kenyatta University Conference Centre
  7. 26th April 2016: the joint RCE-NY2GS post COP21 climate change symposium on climate smart solution to promote industry’s green growth practices held at the Kenyatta University Conference Centre.

Awards & Honours

  • 2006: Recognition by ACCA for excellent teaching.
  • 2005: Recognition by ACCA for excellent teaching.

Professional Affiliations

  • Member of Chartered Institute of Marketing – CIM
  • Member of Chartered Institute of Marketing - CIM