Assessment of Strategies Influencing Customer Satisfaction in Kenya Private Universities: A Case of Daystar University

Abstract

Daystar University like any other institution operates in a highly competitive environment as a result of increased globalization and internationalization. The purpose of the study was to assess the strategies influencing customer satisfaction in the Kenyan private universities using a case study of students at Daystar University. The study applied descriptive research design which is a case study case research because the unit of analysis was one organization. The target population of this study totaled 803 students from five schools, namely School of Communication & Performing Arts ; School of Business & Economics; School of Human & Social Sciences, School of Science, Engineering and Health; and School of Arts and Humanities. However, School of Science, Engineering and Health had no master's students hence it was not included in the study. Sample of 82 respondents from the four schools were selected and primary data was collected using a questionnaire. The study established that classrooms as infrastructure facilities at Daystar influenced the level of customer satisfaction. It also indicated that Daystar University staff knew their tasks well. The study recommends that the institution should upgrade infrastructural amenities to modern ones so as to accommodate more students and increase the level of education and efficient services to the students. The study also recommends that the administration should conduct a curriculum review frequently so as to keep up with emerging trends.