Effect of Marketing Strategies on Customer Satisfaction among University Students: A Case of Daystar University, Kenya.

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dc.contributor.authorIgunza, Daniel Lihanda
dc.date.accessioned2024-10-14T06:59:22Z
dc.date.available2024-10-14T06:59:22Z
dc.date.issued2016-05
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Strategic Management
dc.description.abstractThe environment within which many businesses operate in the modern world is characterized by rapid changes within the internal and external environment with competition emerging to be one of the toughest challenges any business has to deal with. Competition comes in several forms but the basic underlying factor is that the competitors in any market are out to make profits through gaining market share and maintaining customer loyalty. Businesses must come up with dynamic and effective ways to ensure they stay afloat. This study aimed to establish the effects of marketing strategies on customer satisfaction among university students in Kenya. The study aimed to achieve the following objectives: to determine the marketing strategies adopted at Daystar University, to establish the extent of application of the strategies at Daystar University, and to investigate the effects of the strategies as employed by Daystar University on customer satisfaction. Descriptive research design was used for the study. The study took the form of a case study in which sample of 96 students out of the population of students in the Nairobi campus was selected. Stratified random sampling was used to select the respondents and the questionnaire was the tool used in data collection. The data collected was analyzed using SPSS version 22.0. Descriptive statistics was used in the presentation and analysis of results. The study also established that Daystar has adopted various marketing strategies including the adoption of an equipped library service, technology in teaching processes, charging competitive fees and diversity in its training courses. The study established to a very great extent that, the provision of transport services, university administration interest in meeting student needs, adequacy in laboratories, libraries and other learning equipment, lecture hall equipment sufficiency and appropriateness for teaching and the provision of an innovative learning environment advances student experiences at Daystar University. The study recommends that Daystar University should to employ a mix of various marketing strategies so as to improve on its position in the competitive higher learning industry in the country. The study also recommends that the university needs to continue with the instituted innovations in the learning process as the adoption of technology in teaching has a big impact on student satisfaction as it has led to the provision of more content.
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.citationIgunza, D. L. (2016). Effect of Marketing Strategies on Customer Satisfaction among University Students: A Case of Daystar University, Kenya. Daystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5398
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectmarketing strategies
dc.subjectDaystar University
dc.subjectinternal and external environment
dc.titleEffect of Marketing Strategies on Customer Satisfaction among University Students: A Case of Daystar University, Kenya.
dc.typeThesis

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