Effects of the marketing management philosophies on student satisfaction in public universities and non-evangelical private universities in Kenya

Abstract

The study is concerned with the effects of marketing management philosophies practised by the Public and the non-Evangelical private universities on student satisfaction . .The study was motivated by the fact that private universities seemed to be characterised by consistent calm while public universities seemed to be characterised by student dissatisfaction expressible by the numerous disturbances. The researcher seemed not to be aware of any study conducted in this regard to find out if it had anything to do with the marketing management philosophies they were operating with. To achieve this objective, a census survey was conducted on public and non-evangelical private universities. 157 students and 16 administrators were interviewed. Primary data was collected using questionnaires. The marketing management philosophies studied were production concept, product concept, selling concept, marketing concept, and societal marketing concept. In addition, student satisfaction with various services offered at the universities was studied. Data was analysed using descriptive statistics, which entailed, means, percentages and standard deviation. T-statistics and chi-square were also used. The analysis revealed the following findings: 1. That there were significance differences in the marketing management philosophies practiced by the two categories of universities. 2. That there was direct relationship between the level of student satisfaction and dissatisfaction and the marketing management philosophy practiced. ,