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
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