Effectiveness of Experiential Marketing Strategy on Graduate Student’s Retention in Selected Universities in Kenya

Abstract

Higher education has been identified as a veritable vehicle for the growth of economies and fostering development internationally. Experiential marketing entails customer recognition in purchasing of goods and services from an entity after the stimulation accruing from an emotional interaction. The study sought to carry out an analysis of the effectiveness of experiential marketing strategy on graduate student’s retention in Kenya. The objectives that guided the study were: to find out the effects of service quality, experiential learning and alumnae associations on graduate students’ retention. The study employed a descriptive design and the stratified random sampling method was used for sampling purposes. The marketing department personnel in the University of Nairobi, Kenyatta University and the Jomo Kenyatta University of Agriculture and Technology, Strathmore University, United States International University and Daystar University served as the respondents. Data was collected by use of questionnaires and it was analyzed by use of descriptive and inferential statistics. The study found out that: service quality levels were confirmed to have assured the institutions ability to generate optimal referrals. The ability of the institutions to carry out practical learning with a view of enabling the students to acquire the requisite skills was confirmed by most of the respondents. Most of the respondents confirmed that the alumnae associations in their institutions carried out robust activities geared towards raising the profiles of the colleges. The study recommends that the universities should enhance their service quality levels by way of working towards ensuring commitment by the members of staff. Universities should put in place provisions for practical learning and instruction as a medium of knowledge impartation to enhance the student’s skills levels. The universities should take cognizance of the essence of alumnae associations as vehicles of propelling activities within the institutions and associations should be encouraged to have regular events to increase their vibrancy and equally attract students from the potential target markets.