An Assessment of The Factors That Determine Postgraduate Student Satisfaction in Kenyan Private Universities: A Case Study of Daystar University
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Date
2013-05
Authors
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Publisher
Daystar University, School of Business and Economics
Abstract
Maximizing customer satisfaction has been linked to maximizing profitability and market share - students can also be classified as customers to educational institutions and therefore their satisfaction is key in ensuring the profitability of the institutions. The study focused on postgraduate students because of steady rise in enrollment of postgraduate studies in Kenya, a phenomenon which is being fueled by a growing demand by employers for postgraduate degree holders. For the university to benefit from this growing segment of students, they must ensure that they meet their expectations, which can be done by offering good customer service. The objectives of the study were to identify the key factors that determine student satisfaction among the postgraduate students, the extent to which those factors influenced their levels of satisfaction and to establish the current level of satisfaction among the postgraduate students at Daystar University. The research methodology employed was descriptive research design and stratified random sampling was used as the sampling technique. The sample size of the study was 91 postgraduate students. Data was collected using questionnaires and later analysed using SPSS. The data was presented using frequency tables. The study found that factors that affected student satisfaction were well scheduled courses, student-lecturer ratio and learning environment. The degree of correlation between overall satisfaction and the three factors that determined students’ satisfaction was accessible lecturers at 0.4465, good registration services at 0.4004 and well scheduled classes at 0.3968. The level of student satisfaction among the postgraduate students at Daystar University was high according to the majority of the students at 88.64%. The study recommended that special emphasis should be put on these three factors to ensure student satisfaction.
Description
MASTER OF BUSINESS ADMINISTRATION in Marketing and Strategic Management
Keywords
customer satisfaction, profitability and market share, level of satisfaction
Citation
Alaro, C. (2013). An Assessment of The Factors That Determine Postgraduate Student Satisfaction in Kenyan Private Universities: A Case Study of Daystar University. Daystar University, School of Business and Economics