International Student Recruitment Strategies and Performance of Private Universities in Kenya: Case of Daystar University

Abstract

The global landscape of higher education has become increasingly competitive, with universities worldwide striving to attract and retain international students to enhance performance, sustainability, and global reputation. In Kenya, private universities are at the forefront of this competition, yet many are struggling to realize the full potential of internationalization strategies, particularly in student recruitment. As such, the purpose of his study was to evaluate the effect of international student recruitment strategies on performance of private universities in Kenya. The specific objectives of the study is to; to examine the effect of marketing strategies on performance of private universities in Kenya, to assess the effect of partnerships and collaborations on performance of private universities in Kenya, to investigate the effect of admission support services on performance of private universities in Kenya, and to evaluate the moderating effect of organizational factors on the relationship between financial innovations and performance of private universities in Kenya. The study was anchored on the Resource-Based View (RBV) Theory as the anchor theory, Push-Pull Theory, Balanced Scorecard (BSC) Framework and Institutional Theory. This study employed a cross-sectional explanatory research design. The study target population included 88 senior managers and international students at Daystar University. The research used primary data, collected using a structured questionnaire consisting of closed-ended questions, which is appropriate for quantitative analysis. To ensure reliability and validity, a pretest was conducted on 10% of the census drawn from St. Paul’s University. Data collected was analyzed with the aid of Statistical Package for Social Sciences (SPSS) version 29.0. Data was analysed descriptively, and inferentially. Hypotheses were tested at 5% level of significance. Findings revealed that all three recruitment strategies significantly influenced performance. Marketing strategies had a strong positive correlation with performance (r= 0.680, p<0.05) and explained 46.2% of the variance (R²= 0.462), with participation in international education fairs and digital marketing platforms emerging as the most impactful. Partnerships and collaborations were the strongest predictor (r= 0.725, p<0.05; R²= 0.526), with Memoranda of Understanding and linkages with foreign high schools and colleges being key drivers. Admission support services also had a significant effect (r= 0.655, p<0.05; R²= 0.429), with visa assistance and pre-arrival orientations being most valued. Organizational factors significantly moderated the relationship between recruitment strategies and performance, increasing explained variance from 60.8% to 68.9% (R²= 0.081, p<0.05), amplifying the benefits of recruitment strategies in supportive environments. The study concludes that integrating robust marketing, strategic partnerships, and comprehensive support services within a strong leadership and cultural framework is critical for enhancing enrolment growth, revenue, and institutional reputation. Recommendations include strengthening targeted marketing campaigns, streamlining policy frameworks to facilitate partnerships, expanding admission support services, and fostering leadership and culture that promote internationalization. These recommendations align with SDG 4 (Quality Education) by promoting inclusive and equitable access to global education, Kenya Vision 2030 by positioning higher education as a driver of globally competitive human capital, and Africa Vision 2050 by advancing educational integration, cross-border collaborations, and institutional excellence to support sustainable continental development