Factors Affecting Student Loyalty in Higher Education Institutions in Kenya: a Case Study of Marist International University College

FACTORS AFFECTING STUDENT LOYALTY IN HIGHER EDUCATION INSTITUTIONS IN KENYA: A CASE STUDY OF MARIST INTERNATIONAL UNIVERSITY COLLEGE

PRESENTED BY

YVONNE MUENI MATSALIA

MATRIC NO. BBM/10/11/12

A Research Project Submitted to the School of Business in Partial Fulfilment of the Requirement for the Award of Bachelor of Business Management

MARIST INTERNATIONAL UNIVERSITY COLLEGE

Constituent College of Catholic University of Eastern Africa

Nairobi - Kenya

August, 2014

DECLARATION

Student Declaration:

I hereby declare that this Research project is my original work. It has not been presented by any other person from any other institution known and unknown to me. 

Signature: ___________________  Date: 6th March 2014

MATSALIA YVONNE MUENI

BBM/10/11/12

 Supervisor Declaration:

This Research project has been submitted for examination with my approval as the Supervisor. 

Signature: _________________  Date: _______________

MRS LILIAN MULWA

ABSTRACT

The educational industry is undergoing rapid change and competition has increased with an increasing influx of local and foreign college’s in the country. Higher educational institutions have begun to reorganize the importance of attracting students and retaining them once they are in their institutions. An important reason for the interest in service quality result for the belief that it has a beneficial effect on the performance of the institution. Students’ satisfaction and its antecedents are assumed as the important factors to retain students. Student loyalty is a critical measure in the success of higher education institutions that aim at retaining students until graduation and then attracting them back. This study examines the key factors affecting student loyalty in higher educational institution in the following order: student satisfaction, perceived service quality, perceived value and image of the institution. The research...