http://repository.must.ac.ke/handle/123456789/1456 Tue, 05 May 2026 11:53:18 GMT 2026-05-05T11:53:18Z http://repository.must.ac.ke/handle/123456789/1592 Brand Equity and Customer Citizenship Behavior Among Students of Selected Universities Within Mount Kenya Region Moywaywa, Anne Bonareri The growing number of higher learning institutions in Kenya and around the world has emphasized the importance of brand equity in customer decision-making. Despite the role of brand equity, enrollment in public universities has been declining in the past three years. KNBS report recorded that the country’s total university enrollment declines by 1.9% to 509,473 in the academic year (2019-2020), from 519,462 in the previous academic year, with enrollment in public universities decreasing by 4.7%, from 433,245 in 2018-19 to 412,845 before the end of the academic year (2019-2020). The aim of the study was to assess the brand equity and Customer citizenship behavior among students of selected universities within Mount Kenya region. The specific objectives included to: find out the effect of brand image, brand loyalty, brand awareness, and perceived quality on customer citizenship behavior. Keller brand theory and Aaker Brand Equity theory anchors the study. The study adopted a descriptive research survey. The accessible target population was 3000 4th year undergraduate students of selected universities within Mount Kenya region. The study used sampling formula proposed by Israel (2009) to obtain the required sample size of 254 respondents from the study. Primary data was collected using both closed and open-ended questionnaires. The questionnaires were carefully structured and pre-tested and adjusted to meet the demands of the study. The researcher administered the questionnaires personally to create a personal link with the respondents. The researcher acquired research permit from necessary institutions for use in the field. Data was analyzed using descriptive and inferential statistics. The findings showed that brand image, brand loyalty, brand awareness, perceived quality had a positive and significant effect on customer citizenship behavior. The study concluded that brand equity contributes significantly to enhanced customer citizenship behavior. The study recommends that Universities should ensure brand image that evokes cleanliness. Policy makers in the government and ministry of education should make policies that are favorable towards brand equity in Kenyan Universities. Marketers at the universities in Kenya should utilize strong advertising and marketing campaigns to create more brand awareness and hence build customer citizenship behavior. Wed, 01 Jan 2025 00:00:00 GMT http://repository.must.ac.ke/handle/123456789/1592 2025-01-01T00:00:00Z http://repository.must.ac.ke/handle/123456789/1492 Digital Marketing on Organizational Agility of Saving and Credit Cooperative Organizations in Meru Town, Kenya Nderitu, Daniel King’ori Savings and Credit Cooperative Organizations (SACCOs) are vital drivers of economic growth in the country. SACCOs provide financial services, including deposits, loans, savings accounts, money transfers, insurance, and payment services. Even though digital media exists to improve the flexibility and the speed of business processes to improve organizational agility, its aspects are a very recent phenomenon among Savings and Credit Cooperative Organizations. An empirical inquiry was relevant to understand the domain of communication, marketing strategies, and its influence on organizational agility since the discourse of digital marketing is continuously developing. SACCOs must understand the association of digital marketing to organizational agility to embrace digital technology in their operations and stay relevant to their members while increasing their level of business resilience. The study sought to determine the effect of digital marketing (social media, mobile, and website marketing) on the organizational agility of SACCOs in Meru Town, Kenya. A descriptive research design was adopted to gather information on the relationship between the two research variables. With a target population of 5 SASRA-licensed SACCOs in Meru Town, data was collected using a semi-structured questionnaire where a stratified sampling method was utilized to attain the desired representation target population of 52 respondents. A pilot study involving five respondents was conducted to assess the reliability and validity of the questionnaire adopted as the research instrument. The data was tabulated and analyzed using descriptive and inferential statistics, whereby tabular, graphical, and numerical representations were utilized. Multiple linear regression was conducted to establish the inferential statistics and define the relationship between digital marketing indicators and organizational agility. The study results established that social media marketing, mobile marketing, and website marketing are positively related to the organizational agility of SACCOs. A coefficient of determination (R-squared) of 0.180 indicated that approximately 18% of the variance in organizational agility could be accounted for by the combination of social media, mobile, and website marketing strategies. The moderate level of explanatory power implies that while the chosen predictors are relevant, other factors likely influence SACCOs' organizational agility. The study's outcomes encourage decision-makers to embrace a comprehensive approach that integrates digital strategies into a wider organizational transformation and adaptation framework. The study's findings contribute to the growing body of knowledge regarding the intersection of digital marketing strategies and organizational agility. The study’s results emphasize that the benefits of these strategies extend beyond mere technological implementation, reflecting a fundamental shift in how organizations engage with their ecosystem, respond to changes, and navigate uncertainties. Mon, 01 Jan 2024 00:00:00 GMT http://repository.must.ac.ke/handle/123456789/1492 2024-01-01T00:00:00Z http://repository.must.ac.ke/handle/123456789/1488 Management by Objectives on Employees' Performance in Isiolo County Government Guyo, Hussein Boru Management by Objectives (MBO) is a performance management approach where employees and managers collaborate to set individual goals aligned with broader organizational objectives. While MBO's potential benefits are recognized, its effectiveness, particularly in the context of varying organizational cultures and appraisal purposes, remains unclear. This study aimed to investigate the relationship between MBO and employee performance within Isiolo County Government. Previous research in Kenya has primarily focused on specific MBO components like monitoring and evaluation rather than its overall impact on performance. To address this gap, the study examined the influence of planning, monitoring, and evaluation on employee performance in Isiolo County. Grounded in socio-analytic, mirror, and agency theories, this descriptive research involved 260 employees across seven county ministries. Data was collected using a questionnaire subjected to pilot testing and reliability analysis (Cronbach's alpha = 0.78). Content validity was established through expert review. Statistical analysis revealed evidence of effective planning, monitoring, and evaluation practices in Isiolo County. Process review and monitoring significantly influenced evaluation outcomes. Additionally, planning and monitoring positively impacted overall employee performance. However, the study found no significant influence of evaluation on performance. Based on these findings, the study recommends continuous improvement in planning and monitoring processes to enhance employee performance. Moreover, there is a critical need for organizations to refine their evaluation systems. To gain a deeper understanding of the long-term impact of evaluation on employee performance in Kenyan county governments, longitudinal research is warranted Mon, 01 Jan 2024 00:00:00 GMT http://repository.must.ac.ke/handle/123456789/1488 2024-01-01T00:00:00Z http://repository.must.ac.ke/handle/123456789/1472 Influence of County Government Financial Management Practices on Service Delivery in the County Government of Meru, Kenya Kiambi, Susan Muthoni Devolved governments are aimed at bringing services closer to the people at the grass root level and end marginalization in provision of services by the national government in remote parts of Kenya. Some government functions are devolved to County government and others retained at national level. Due to inefficient delivery of public services, the forty-seven Counties were created in the 2010 constitution. The study investigated the influence of county government financial management practices on service delivery in County government of Meru, Kenya with the aim of bringing financial discipline, efficient allocation of resources and promote better service delivery.The objectives for the study were; to find out the relationship between finance mobilization and service delivery by Meru County Government, to determine the relationship between finance absorption and service delivery by County government of Meru and to establish the relationship between debt management and service delivery by County Government of Meru. The study tested the null hypothesis that there is no significant relationship between finance mobilization, finance mobilization and debt and service delivery by County Government of Meru. The target population of the study was County government finance officers who comprised of officers consisting of County finance board, Chief Executive Officer, Chief Officers, Director Revenue, Sub-county revenue coordinators and Members of County Assembly. The target population was 89 participants identified through census technique. The study adopted a descriptive survey research design. The questionnaire was the tool used in data collection. Data analysis and interpretation was based on descriptive statistics and multiple linear regressions. In addition, a null hypothesis was tested using t test at 5% level of significant. A pilot test was carried out and analyzed to ensure validity and reliability of the aforementioned data collection instruments prior to actual data collection. All the variables were tested for reliability using Cronbach alpha coefficient and all the variables attained a value of above 0.7. The data was analyzed using SPSS software version 28. The summarized results of descriptive statistics show financial mobilization is moderate, financial absorption is high while debt management is moderate for the intervening variable government policy. The regression analysis beta coefficients for the three independent variables were tested at 5% level of significance. Describe statistics and regression coefficients indicate that all the variables are statistically significant. Null hypotheses were tested using t-test at 95% confidence level. Results of analyzed data are presented in tables with percentages, mean, standard deviations of values. The study concluded that financial management practices in County government of Meru have been moderately executed there by leading to slightly above the average level of service delivery in Meru County government. Thus, there is need to increase resource mobilization and financial absorption so as to provide seamless service to Meru residents. Sun, 01 Jan 2023 00:00:00 GMT http://repository.must.ac.ke/handle/123456789/1472 2023-01-01T00:00:00Z