SU+ Digital Repository

SU+ is an online repository for the preservation and promotion of assorted digital content at Strathmore University

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[ISSN 2519-5883]
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Now showing 1 - 5 of 7

Recent Submissions

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The Influence of digital marketing strategies on consumers purchase decisions for post-graduate programs in private universities in Nairobi City County, Kenya
(Strathmore University, 2024) Kimani, M. G.
Globally and locally, competition for post-graduate students is increasing. As a result, universities need to think of strategies that can help influence enrollment choices for their post-graduate programs. One such strategy is digital marketing. In this respect, the primary objective of the current study was to evaluate the influence of digital marketing on consumer product choice for post-graduate programs in Nairobi County. The specific objectives of this study were to investigate the influence of social media marketing, email marketing and website marketing on purchase decisions for post-graduate programs. The theories that underpinned this study were the Theory of Reasoned Action and the Learning Model of Consumer Decision Making. Positivism was used in this research. The research method adopted for this research was the descriptive cross-sectional design. Judgmental sampling was used to obtain the views of respondents, who consisted of post-graduate students in private universities in Nairobi. Primary data was collected using structured questionnaires that were administered using a fill-and-wait strategy. Data was analyzed using descriptive statistics (means and standard deviation) and inferential statistics (multiple linear regression). Findings suggest that digital marketing strategies – social media marketing, email marketing, and website marketing – have positive and significant influence on consumer purchase decision. Therefore, this concludes that social media marketing, email marketing, and website marketing are significant predictors of consumer purchase decisions for postgraduate programs in private universities in Nairobi. Website marketing had the strongest effect of the three strategies. Therefore, this research recommends leveraging these digital marketing to drive postgraduate enrollments with particular focus on website marketing for optimal results. Also, since this research focused on only three digital marketing strategies, further research is needed on other types of digital marketing. Keywords: consumer purchase decision, social media marketing, email marketing, website marketing
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Affordable housing delivery and economic revival in the post COVID 19 era- a case of family homes fund in Nigeria
(Strathmore University, 2024) Gambo, M. M.
Africa is facing an unprecedented population growth and urbanization rate, coupled with the social and economic effects of the COVID pandemic; making it necessary to enhance mechanisms for social support such as housing. This study’s aim was to establish the role of affordable housing delivery and economic revival in the post COVID-19 era using a case study of the Family Homes Fund in Nigeria. Specifically, the study sought to analyze the different approaches to affordable housing delivery adopted and their impact on economic revival post COVID -19; determine the skills set of affordable housing delivery affecting economic revival in the post COVID-19 era in Nigeria; and to establish the critical success factors of affordable housing delivery affecting economic revival in the post COVID-19 era in Nigeria. The study was anchored on the Keynesian economic theory and the public interest economic regulation theory. A quantitative explanatory research design and a stratified random sampling technique were utilized. Primary data was collected using questionnaires. Reliability of the data collection tool was determined through Cronbach’s Alpha Coefficient, while the data was analyzed by relevant statistical tools using the SPSS 24 package. Correlation results revealed that there was a positive but insignificant relation between the approaches to affordable housing delivery and economic survival in the post COVID-19 era in Nigeria. Further, skills set for affordable housing delivery had a statistically significant moderately positive correlation with economic survival in the post COVID-19 era in Nigeria while critical success factors had a significant weakly positive correlation. Regression analysis revealed that there a positive and significant relation between affordable housing delivery and economic survival in post COVID-19 era in Nigeria. The study also determined that there was no significant effect of the various approaches used in predicting economic revival in the post COVID-19 era in Nigeria. The analysis further found that there existed a positive and significant relation between the Skillset for Affordable Housing Delivery applied as well as Critical Success Factors for Affordable Housing Delivery and economic revival in the post COVID-19 era in Nigeria. The study recommends that the relevant bodies establish and strengthen skills development programs for professionals involved in affordable housing delivery. Additionally, the study recommends exploration of innovative financing models to support the development and implementation of affordable housing projects thereby enhancing the affordability and accessibility of housing options, leading to economic revival. Lastly, the study recommends adopting an integrated planning approach that considers affordable housing as a key component of broader economic revival strategies. Key words: Affordable Housing Delivery, COVID pandemic, Economic Revival, Nigeria.
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Impact of hybrid working systems on employee wellbeing in professional services firms: a case study of PricewaterhouseCoopers in Nairobi, Kenya
(Strathmore University, 2024) Nyambego, O. R.
The maintenance of a safe and healthy work environment for all the employees and the organization itself, as well as the people working for the organization, contributes to sustainability of organizations. Organizations that have embedded employee wellbeing at the workplace have chronicled the business success as well. For individuals, workplace wellbeing stands for a full, non-stop duty for both the employer and employees. Hybrid working system is an adaptable mode of implementation that, besides working in an office environment, also gives the option of working remotely. Flexibility is different depending on the hybrid working environment, thus giving rise to a different range of schedules. Companies may design their hybrid work model to create a more comfortable working environment that gives a better work-life balance to the employees. It becomes a source for new ideas and active dialogue which in turn lead to productivity and employee engagement at work. The study was to assess the impact of hybrid working systems on employee wellbeing in professional services firms: A case study of PricewaterhouseCoopers in Nairobi, Kenya with specific objectives being; To establish the influence of hybrid working systems of professional services firms: a case of PwC in Nairobi, Kenya; to investigate the effect of building flexible infrastructure on employee well-being in professional services firms in Nairobi Kenya, PwC; to establish the impact of physical working environment on employees wellbeing of professional services firms in Nairobi Kenya, PwC; and to establish the impact of remote working on employees well-being of professional services firms in Nairobi Kenya, PwC. Through the assessment of this topic and the variables there was fulfillment of the mission aligned with hybrid work practices such as infrastructure building, tie-in of human resource and information technology, the creation of a correct work environment, and connecting offsite and onsite employees. The study adopted Job Demand resources theory and Self-Determination theory constituting, of the basis upon which the study was grounded. The study targeted all the employees of PwC in Nairobi, Kenya as the target population. The study applied a research philosophy of positivism and a descriptive cross-sectional survey was used as the research design. Data collection instrument used was questionnaires which consisted of both open and close questions, and the procedure adopted was a handed out in a drop and pick technique. Collected data was subjected to descriptive and inferential statistics analysis, while qualitative research was gathered using interviews which was further analyzed using NVIvo using thematic approach. In establishing the relationship between the variables the study used multiple regression model. The study utilized both qualitative and quantitative data approaches to help identify the key findings. The results, after careful analysis and examination, revealed that flexible work environment, physical work environment, and remote working impact on employee well-being within professional service firms. The results yielded crucial insights into optimizing workplace conditions for enhanced employee satisfaction and productivity. The findings underscore the multifaceted nature of employee well-being, elucidating how various aspects of the work environment contribute to overall satisfaction and fulfillment. With a notable portion of the variability in employee well-being explained by these factors, it becomes evident that organizations must prioritize creating conducive work environments that cater to the diverse needs and preferences of their workforce. The study suggested a future research to be conducted in the same area but employing a longitudinal or experimental designs, utilize multi-source data collection methods, incorporate qualitative approaches, conduct comparative studies across industries and geographic regions, implement intervention studies to evaluate the effectiveness of specific interventions, and explore mediation and moderation analysis to uncover underlying mechanisms and boundary conditions influencing the relationships under investigation. Addressing these limitations and pursuing further research in these areas would contribute to a more comprehensive understanding of the complex interplay between work environment factors and employee well-being in professional services firms.
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Digitalization factors influence on enterprise growth among handicraft enterprises in Nairobi City County, Kenya
(Strathmore University, 2024) Kariuki, P. W.
Digitalization has become an important component for the survival and growth of organisations and this become even more visible following the COVID-19 pandemic. The anecdotal evidence indicates a growing trend towards digitalization of the handicraft industry but this has been documented in developed nations and Asian context and less remains reported in the context of African and Kenyan handicraft sectors. Therefore, this study investigated digitalization factors that influence growth among handicraft enterprises in Nairobi City County. It examines the extent of digitalization readiness, digitalization acceptance, and digitalization diffusion on the growth of enterprises. The research was anchored on technology readiness, technology acceptance model, and diffusion of innovation theory. The study subscribes to positivist research philosophy and implements an exploratory research design. The target population was 725 registered handicraft manufacturing MSMEs in the Nairobi region from which a sample of 257 owner/managers were recruited into the sample size. A structured questionnaire was designed using close- ended items (background information) and Likert scale (variable information). Descriptive, correlation, and linear regression analysis was done and captured in tables supported by implications and interpretations. The results indicated digitalization (digital readiness, digital acceptance, and digital diffusion) explained 51.1% of variation on growth of handicraft enterprises. Further, digital diffusion, digital readiness, and digital acceptance respectively had a positive and significant effect on growth of handicraft enterprises. The study concludes that digital diffusion is the most important component of achieving digitalization in the handicraft sector. Therefore, the study recommends for knowledge transfer activities supported by higher education institutions as important for MSMEs to achieve digital readiness. Keywords: digitalization, readiness, acceptance, diffusion, enterprise growth
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Determinants of FinTech adoption and the moderating effect of preparedness on the relationship between determinants and FinTech adoption by commercial banks in Kenya
(Strathmore University, 2024) Omamo, S. O.
FinTech has been described as the future of banking due to its disruptive effect. However, the adoption of FinTech by banks in payment, lending and personal banking is low. The purpose of this research was to examine the determinants of FinTech adoption by commercial banks in Kenya. The specific objectives were to examine the effects of cost-related factors, customer-related factors and technology-related factors on Fintech adoption by Kenyan commercial banks. Additionally, this study sought to examine the moderating effect of banks’ preparedness on the relationship between the aforementioned factors and FinTech adoption. The theories that anchored this research were the diffusion of innovation theory and the technology acceptance model. Positivism philosophy guided the methodology for this study. The cross-sectional descriptive research design was adopted – this study was observational and collected data from participants at a single point in time. Respondents in this study were recruited using judgmental sampling. The sample needed for this research was respondents from the 34 commercial banks in Kenya. Data was gathered using structured questionnaires, which was distributed to multiple respondents from each bank including marketing, operations, information technology, human resources and finance managers working for banks based in Nairobi County using a drop and pick method. Validity of the study was improved using a pilot study to assess the understandability of the questionnaire and an expert review. Data analysis was performed using the Statistical Package for Social Science (SPSS) version 26. A multiple linear regression was used to determine if cost-related, customer-related, and technology-related factors predicted FinTech adoption by banks. For the first objective, the results also showed a significant negative effect of cost-related factors on the adoption of FinTech by commercial banks in Kenya. Regarding the second objective, the result from this study showed insignificant positive effect of customer-related factors on the adoption of FinTech by commercial banks in Kenya. For the third objective, the results showed a significant positive effect of technology-related factors on the adoption of Fintech by commercial banks in Kenya. Regarding the fourth objective, the findings also indicated that preparedness for Fintech does not have a moderating effect on the relationship between determinants of Fintech adoption since no significant interaction effects were observed. Overall, in the final model for predicting FinTech adoption by commercial banks in Kenya, only cost-related factors and technology-related factors were included with negative and positive effects respectively. The implication of these findings is that reducing cost-related factors can improve the adoption of FinTech by commercial banks in Kenya. These results also suggest that improving technology-related factors can improve the adoption of FinTech by commercial banks in Kenya. In this respect, FinTech adoption can be improved by reducing reliance on legacy systems, making FinTech compatible with banking systems and processes, and developing secure FinTech. Additionally, the findings from this study suggest that enhancing preparedness can improve the adoption of FinTech by commercial banks in Kenya. Preparedness can be enhanced by adopting digital innovation strategies, improving technical capabilities and human resource capabilities, being agile and adaptable, and partnering with FinTech companies.