EFFECTIVENESS OF COMPETITIVE STRATEGIES ON STUDENT ENROLMENT, STAFF ATTRACTION AND RETENTION IN KENYAN UNIVERSITIES: A CASE OF UNIVERSITIES IN THARAKA NITHI AND MERU COUNTIES
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 9
Abstract
Higher education in Kenya has entered a new competitive environment which has been witnessed in the increasing number of universities in Kenya. The growth of universities has also been experienced in Tharaka Nithi and Meru Counties. The study sought to determine the effectiveness of the competitive strategies that have been adopted to increase enrolment and staff attraction and retention by the universities in Tharaka Nithi and Meru Counties. Descriptive survey research design was used for the study, with the target population being top management staff in all the universities in Tharaka Nithi and Meru Counties. A complete enumeration of the twenty seven top management staff in all the three universities in Tharaka Nithi and Meru counties was conducted. Data collection was done using questionnaires and the Data analysis was facilitated by use of Statistical Package for Social Sciences. The results obtained implied that there was a significant relationship between strategies implemented by the Universities and student enrollment, staff attraction and retention. All institutions had implemented different aspects of differentiation strategy and market and product development strategy with the aim of increasing student enrolment. The study revealed that the institutions had implemented resource development strategies in order to attract and retain qualified employees. These findings will be useful to the university management in providing information about strategic responses that are implemented to counter the competitive environment of universities.
Authors and Affiliations
Caroline Muthoni Nthiiri| Faculty of Business Studies, Chuka University, P.O Box 109 –60400, CHUKA, KENYA Correspondence Email: cmuthoni@chuka.ac.ke, Patricia Gachambi| Department of Business Administration Chuka University, P.O Box 109 –60400, CHUKA, KENYA, Lewis Kathuni| Faculty of Business Studies Chuka University, P.O Box 109 –60400, CHUKA, KENYA
Keywords
Related Articles
- EP ID EP10528
- DOI -
- Views 339
- Downloads 20
THE ROLE OF PERSONALITY IN CANDIDATE SELECTION FOR INTERNATIONAL ASSIGNMENTS
While global relocation activities and their accompanying costs continue to rise, companies simultaneously report relatively high failure rates for overseas assignments. Soft skills, including personality characterist...
SSESSMENT OF MANAGEMENT ATTITUDES ON CORPORATE SOCIAL RESPONSIBILITY IN GHANA: A CASE OF SOME SELECTED COMPANIES IN THE TEMA METROPOLIS
This explorative study examines how managers and executive directors regard the ethical and social responsibility reputations of some selected companies and how this in turn influences their attitudes and behaviours t...
The Effect of Brand Recognition on Service Recovery
According to prior research, when consumers have a higher level of perceived justice, they are more satisfied with recovery from service failure. The study reported herein further analyzes the influence of a positive...
EFFECT OF FINANCIAL LITERACY ON STOCK MARKET PARTICIPATION BY SMALL AND MEDIUM ENTERPRISES IN RWANDA: A CASE KIMIRONKO MARKET
Financial markets especially in developing countries are dominated by commercial banks, which have not been reliable sources of long-term financing. The non-bank sources including SMEs are generally underdeveloped wit...
ASSESSMENT OF THE EFFECT OF COMMUNITY EMPOWERMENT PROJECTS ON ENHANCING POVERTY ALLEVIATION IN RWANDA. A CASE STUDY OF RUBAYA DEMONSTRATION PROJECT
The essence of this research was to assess the effect of the community empowerment projects on enhancing poverty alleviation in Rubaya Demonstration Project. The study objectives were to: determine the effect of acces...