A survey of post purchase behaviour of masters of business administration graduates of the University of Nairobi

Abstract

The purpose of the study was to investigate the post purchase behaviour of Masters of Business Administration (MBA) parallel degree graduates of the University of Nairobi. The objectives of the study were to establish the extent of satisfaction or dissatisfaction of the parallel graduates, determine whether the level of satisfaction/dissatisfaction differed across specialization areas and establish the actions the graduates had taken as a result of satisfaction or dissatisfaction. A descriptive study was used in this survey. The population of interest comprised all parallel Masters of Business Administration graduates of the University of Nairobi since the inception of the programme. A sample size of 80 graduates was selected using convenient sampling method. Questionnaires were emailed to respondents. Out of the 80 respondents, 62 of them returned the questionnaires reflecting a response rate of 77.5%. Primary data was collected using a structured questionnaire. From analysis, it was found that there is a lot of satisfaction derived from the Masters of Business Administration on aspects of job performance and personal development aspects. Improved ability to work with teams was best rated aspect of job performance. Attainment of personal satisfaction / achievement was the best rated personal development aspect. There was less satisfaction with core service performance aspects apart from convenient location of the university and lecturer's qualifications. Though there was little difference across specialization areas marketing graduates enjoyed high levels of satisfaction compared to others. Majority of respondents expressed satisfaction with the programme and recommended friends to enroll. It was concluded that overall, the majority of students were satisfied with the Masters of Business Administration attained at the University of Nairobi. It is recommended that the University should involve students in decision making on how to run the programme, handling of students complain should be streamlined and bookshop, library and medical facilities improved as well as provision of more parking space for students. Inability of the University to keep records of students broken down into specialization areas was a limitation of the study. It is suggested that post purchase behavior of MBA regular students and other Masters programmes within the University of Nairobi be studied in the future. Similar studies should also be carried out in other Universities