Masters Theses: Recent submissions
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Mukwal, Christian Bateka (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: Green marketing has received growing attention in various countries and organisations; this has been attributed by environmental raising issue such as deforestation of both the amazon and Congo Forest. A better understanding of this concept will enable governments’ agencies, county assemblies in solving related problem. Research has shown that green marketing is fundamental for environmental issues such as deforestation. The purpose of this research was to find out the effect of green marketing and especially marketing of eco charcoal on deforestation in the DRC. The objectives of the study entailed identifying the driver’s favouring deforestation, determining the effect of Green Marketing on both practices, and establishing the most effective Green Marketing strategies on deforestation in Bukavu through ecological charcoal marketing. The study used Maslow Hierarchy of Needs, Planned Behaviour and Behavioural Changes theories in which descriptive research design was adopted, with a target population of 25,935 respondents, classified on seventy-one (71) charcoal sellers in Bukavu, more precisely a documented number of nine hundred and thirty-five (935) Households (Business List, 2017), seven (7) Transportation Network Companies that supply charcoal at Ibanda commune in Bukavu. Purposive and snow balling sampling technique will be used and a 10% sample size of 278 respondents will be obtained. The researcher employed a correlation analysis to determine the relationship between the dependent and independent variables. The study found out that 249 (94.7%) were aware of green marketing, eco charcoal or deforestation implying the right information was provided, most respondents 251(95.4%) relied on wood charcoal as source of energy and recommended that the government need to continue educating the population by involving more community leaders & encouraging wood businesses to go green. Description: MASTER OF BUSINESS ADMINISTRATION In Marketing URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4081 Files in this item: 1
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Mavuti, Rosemary (Daystar University School of Business and Economics, May , 2022)[more][less]
Abstract: The purpose of the study was to determine the effects of information technology assets on organizational performance: A case of M-KOPA. The study was guided by the following research objectives; to establish the different types of information technology assets adopted in M-KOPA, to determine the level of performance within M-KOPA, and to establish the effects of information technology assets on organizational performance. The study employed descriptive research design in order to provide accuracy and effective representation of the variables being studied. The target population was 463 employees of M-KOPA. The primary data for this study was collected using questionnaires. The data was analyzed using Statistical Package for Social Sciences (SPSS) version 23. The study established that M-KOPA employees had access to knowledge in using computers, in addition the employees were adequately trained and were able to login and use the computer application hence achieve organization objectives. Additionally, M-KOPA employees were effectively equipped to handle electronic procurement systems and other online application. Employees benefited from efficiency and effectiveness of using information technology hardware, software, and management systems. The study concluded that those organizations should embrace information technology assets to have competitive edge and improve service delivery to customers. The study recommends that organizations should utilize information technology hardware, software, and management system components to ensure data security and accessibility at the workplace. In addition, the organizations should budget for training and up skilling of employees on use of management systems at the workplace. Further research needs to be done to establish the possible risks involved in using information technology assets in handling customer data. Description: MASTER IN BUSINESS ADMINISTRATION in Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4080 Files in this item: 1
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Bisimwa, Hugues Munguakonkwa (Daystar University School of Business and Economics, August , 2022)[more][less]
Abstract: The study aimed at assessing the effect of monitoring and evaluation practices and performance of health projects in South Kivu, DRC: A case of the Programme National de Lutte contre le Sida (PNLS). The study objectives were to determine monitoring and evaluation practices of PNLS, establish the level of performance of the PNLS, and to determine the effect of Monitoring and Evaluation practices on the PNLS performance. The study used descriptive research design. The target population was made up of all the employees and managers, who total 59. The study took the form of a census. The study used questionnaire, descriptive, inferential statistics (Pearson correlation) and Chi-square. The study found that monitoring and evaluation practices are used but monitoring and evaluation training is not valued. The organization met the project performance parameter such as completion of project on time, within the scope of the project except cost. The study finally found that M&E practices significant statistical effect on project performance at the organization. This means that, an increase in use of monitoring and evaluation practices has an effect on project performance. The study recommends that the organization should regularly train employees and that, the management of the organization should ensure that adequate funds are availed for the successful implementation of the monitoring and evaluation practices. The research recommends that the DRC government should also improve the existing policies and if possible, introduce new policies that are friendly and do not get in the way of implementation of projects (AIDS projects). Description: MASTER OF BUSINESS ADMINISTRATION in Project Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4079 Files in this item: 1
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Aliton, Samson Okello (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: The business environment is constantly changing, therefore, there is a need for innovations to address various strategic goals. This study addresses the effect of strategic innovations on the creation of competitive advantage for manufacturing firms in Nairobi, Kenya. The objectives of this study were to identify the strategic innovations employed by manufacturing firms, assess competitive advantages of manufacturing firms, and determine the effect of strategic innovation on competitive advantage of manufacturing firms in Nairobi County. The theories that guided the study include organizational control theory, resource-based theory, diffusion of innovation theory, and Porter’s competitive advantage theory. The study used a descriptive research design to collect data. The study population comprised 314 manufacturing firms in Nairobi County. The study utilized stratified random sampling to arrive at a representative sample of 94 respondents. Questionnaires were employed to collect primary data, which was analyzed using Statistical Package for the Social Sciences (SPSS), version 26, and presented in form of frequencies, percentages, tables, and figures. The study revealed that 100% of the manufacturing firms under study adopted product innovation and organizational innovation, while 98.9% adopted business model innovation (BMI). Respondents agreed with a weighted mean of 3.713 on the level of competitive advantage of manufacturing firms. The findings indicated that product innovation had an effect on competitive advantage with a weighted mean of 3.855. BMI and organizational innovation affected competitive advantage of manufacturing firms in Nairobi with a weighted mean of 3.603 and 3.809 respectively. The study recommends that manufacturing firms in Nairobi County should embrace strategic innovation to gain competitive advantage. Description: MASTER OF BUSINESS ADMINISTRATION in Strategic Management and Project Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4078 Files in this item: 1
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Asewe, Jael Atieno (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: The study investigated the effect of strategic planning on organizational performance of firms in the Kenyan pharmaceutical industry, the case of Cosmos Limited. The objectives were to determine the strategic planning practices adopted by the company, its organizational performance, and the effect of strategic planning on its performance. The study was mainly grounded on the resource-based view theory. The target population consisted of 33 senior and middle-level managers at Cosmos Limited, Nairobi, Kenya. The research adopted a census research design method as all of the population was under study. Semi-structured questionnaires were used in data collection, which was analyzed using Statistical Package for the Social Sciences (SPSS), statistics 26.0. The effect of strategic planning on organizational performance was analyzed using Pearson’s Product Moment Correlation. The findings revealed that mission, vision, and value statement, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, strategy implementation, and strategic control are important practices used by the company in strategic planning. Furthermore, strategic planning had a significant effect on organizational performance. There was a moderately positive and significant correlation between SWOT analysis, strategy implementation, strategic control, and organizational performance, with a low positive correlation with mission, vision, and values. Environmental factors and organizational structure also affected the relationship between strategic planning and organizational performance. The study recommends the need for managers to establish proximity with their subordinates and effectively communicate the process of strategic planning. It concluded that strategic planning is an essential management tool that, when properly implemented, enhances organizational performance. Description: MASTER OF BUSINESS ADMINISTRATION in Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4077 Files in this item: 1
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Nzangi, Alice K. (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: The main objective of this study was to investigate the effectiveness of Interpersonal Therapy (IPT) on depression among adolescents in selected Public Mixed Day and Boarding Secondary schools in Makueni County, Kenya. The study was informed by interpersonal theory and choice theory. Multiple time-series design was used. A sample size of 84 adolescents in forms1, 2 and 3, aged 14 to 19years was used, with 42 participants assigned to the experiment group and 42 the control group. The experimental group was exposed to 8 sessions of IPT treatment while the control group continued with treatment as usual during the study period. The demographic characteristics of the participants were collected using a socio demographic questionnaire. Beck’s Depression Inventory-II (BDI-II), and Impact of Events Scale-Revised (IES-R) were the main tools used. Analysis of variance was done for data collected at baseline, midline and end line. The data revealed a general prevalence of depression at (58.9%). Depression was significantly high among the females and the form three participants (p = 0.000). Severity of depression was significant among the females as compared to the males (p = 0.000). Being day scholars, and whom the participant lived with were found to be risk factors to depression. A positive correlation at 2 tailed was found to exist between depression and PTSD (r = .336**; p = 0.000). The findings of this study showed that IPT was effective in treating depression among adolescents. Based on the findings, IPT was recommended in management of depression and improvement of mental health in adolescents in secondary school. Description: DOCTOR OF PHILOSOPHY in Clinical Psychology URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4076 Files in this item: 1
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Jelagat, Caroline Birir (Daystar University School of Communication, October , 2022)[more][less]
Abstract: To contain the spread of COVI9-19, Christ is the Answer Ministries (CITAM) transitioned completely to the online church, but conservatives and other members with connectivity issues were bypassed by church programs. This study purposed to examine how digital media participatory communication (DM-PC) can be used effectively to attract more members to CITAM. The objectives in this study were to: identify digital media technologies (DTM) used by CITAM in PC; examine the effects of adoption of DM-PC approach on the attractiveness of CITAM; establish the challenges CITAM is facing in using DMT in PC; and determine the measures that should be undertaken by the church to enhance the use of DMT in service delivery. This study was guided by the PC Theory. Descriptive research design was used, and the study had a sample size of 100 (comprising 20 members each from the five CITAM Prayer/Safari groups and four church administrators in Nairobi County). The sample was identified through simple random and purposive sampling techniques, and data was collected using a structured questionnaire and through interviews. Descriptive statistics which included frequencies and percentages were used to analyse the study and the SPSS Version 22 aided in the analysis. The study established that DM-PC had been incorporated in attracting members to the Church, 92.4% of respondents rating their participation on the church digital media sites at least occasionally or frequently and (94.9%) stating that they have used at least one of the 12 digital media sites to engage with other members, listen to a sermon, for worship service or entertainment. The study recommended that CITAM should provide effective feedback options to the congregants and extend her adoption and use of the diverse communication approaches and channels including extensive use of Facebook, snapchat and telegram. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4075 Files in this item: 1
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Amo, Christine Mamai (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: Strategy implementation is influenced by firm level factors in an organization. Firm level factors can include organizational culture, leadership, organizational structure, financial resources and skills and competencies. The purpose of the study was to determine the effect of these firm level factors on strategy implementation in Non-profit organizations: A case of Kenyatta National Hospital. The specific objectives were assess key firm level factors at Kenyatta National Hospital (KNH), establish the level of strategy implementation at KNH, determine the effect of firm level factors on strategy implementation at KNH and to examine the moderating effect of government regulations and support systems on the relationship between firm level factors and strategy implementation at KNH. The study used descriptive research design, target population was 305 respondents , sample size of 92 and questionnaire for data collection. Stratified simple random sampling techniques was used. Data analysis involved descriptive and inferential statistics. The study concluded that Organization culture, leadership, organizational structure, financial resources, skills and competencies have a significant positive effect on strategy implementation. Government regulations and support systems have a moderating effect on the relationship between firm level factors and strategy implementation. The study recommended a study to be conducted on the same topic at KNH but should adopt other firm level factors besides organization culture, leadership, organizational structure, financial resources and skills and competencies. Description: MASTER OF BUSINESS ADMINISTRATION in Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4074 Files in this item: 1
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Mutunge, Winfred Octavy (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: This study aimed at understanding effects of fraud management strategies on market penetration in the insurance industry specifically at Jubilee Insurance Company, Kenya. The specific objectives of the study were; to identify the various fraud management strategies used at Jubilee Insurance Company, assess the market penetration of Jubilee Insurance Company and to determine effects of fraud management strategies on market penetration of Jubilee Insurance Company. The study used descriptive research design. The population of the study was 354 respondents and the sample size of 106 employees. Purposive and simple Random sampling were employed. Questionnaire was used to gather data from Jubilee Insurance Company. The findings revealed that fraud Management strategies were adopted at Jubilee insurance Company. It was revealed that market share, sales volumes and distribution channel positively affect the level of market penetration. Findings also revealed that Insurance Regulatory Authority have moderating effect on the relationship between fraud management strategies and market penetration. Set policies, laws and procedures of the Kenyan government affect the extent to which the fraud strategies of the company have impact on the market. This therefore translates to the extent of market performance. The study recommends that Jubilee Insurance Company should incorporate and improve fraud management strategies of fraud governance, fraud prevention, fraud assessment and fraud detection in this recommended order. This would enable the company to avoid resource wastage as well as to improve its market performance. Description: MASTER OF BUSINESS ADMINISTRATION in Strategic Management and Marketing URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4073 Files in this item: 1
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Maina, John Njoroge (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: The rising number of street children population has been an existing and growing phenomenon in Kenyan towns and is expected to grow given the harsh economic situations and poverty levels. The resultant impacts continue to destabilize social structures and the very survival of street children socially and economically. The study aimed to determine the effects of gender on the socio-economic adaptation of street children to street life in Kenya. The study objectives were; to determine the influence of gender on social adaptation strategies of street children to street life, to investigate the gender aspects enhancing economic adaptation strategies of street children to street life and to evaluate measures adopted by various players to alleviate gender-inclined adaptation strategies of street children to street life in Eldoret town in Kenya. The study adopted a descriptive research design. The target population were the street children within Eldoret town (n=100), NGOs (n=3), DCSs (n=1), Psychologists (n=1) and Sociologists (n=1). The study adopted snowballing sampling for street children and purposive sampling for the KIIs. Structured questionnaires and KIIs checklists were used for the data collected. Data were analyzed using SPSS v26. The research established that females had stayed for a shorter period in the streets compared to their male counterparts. As for the gender-specific economic survival strategies, the study found out that the male street children engaged in more economic activities than their female counterparts hence making life more bearable. The different NGOs, County Governments and the Department of Children Services engaged in Counselling, offering financial support to start businesses, rehabilitation for those children under the influence of drugs, offering support to the street children's kids, offering vocational and basic education training, hosting some of the street children in children's homes to mitigate the street children problem. The study recommended that the various stakeholders such as NGOs and other organizations including churches among others should join forces to reduce the number of street children within urban centers streets through creating a one-stop shop for all the services at the rehabilitation centers and offering all the services through co-creation, co-planning and co-implementation. Description: MASTER OF ARTS in Monitoring and Evaluation URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4072 Files in this item: 1
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Anyona, James Asande (Daystar University School of Communication, October , 2022)[more][less]
Abstract: The purpose of this study was to examine the effects of media framing on public perceptions of Chinese involvement in the SGR (Standard Gauge Railway) in Kenya between 2014 and 2020. With objectives being to establish the types of frames used by the Kenyan media to portray the SGR, to find out the perception of the public regarding the SGR and to assess how media frames, influence public perception of Kenya-China relations focusing on SGR construction. The findings ascertain the need for media-framing choices by Kenyan media to turn it into a sustainable media organization that acts as a watchdog of the citizens of Kenya on issues of public interest. The study findings will also benefit media practitioners. By reviewing the findings, media practitioners are better informed to make critical decisions about media framing. The theoretical framework for this study defines and introduces framing theory and media dependency theory as the two theories that explain the process through which the pursuit of media framing occurs. The study adopted a triangulation research design that used both questionnaire survey and quantitative content analysis. The study sampled 278 respondents using questionnaires as the main data collection tool. The study established that the media plays a major role in shaping the public perception. Media stories influenced and changed perceptions of Chinese involvement in the SGR by shaping public opinions. The findings also revealed that media frames influenced the perception of Kenya-China relations based on SGR constructions, and that there was a significant relationship between media frames and public perceptions. The study further established that exist moderate the relationship between dominant frames and public perceptions in Chinese involvement in the SGR. The framing theory offers vital insight into ways in which the media in Kenya portrays China to influence its target audience's consciousness. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4071 Files in this item: 1
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Mbecha, Beth Njoroge (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: The purpose of this study was to assess the effect of strategic planning on project performance, a case study of USAID projects in Isiolo County. The objectives of the study were to establish the existence of strategic planning processes at USAID projects in Isiolo County; to determine project performance measures at USAID projects and to establish the effects of strategic planning on project performance at USAID projects. A descriptive design was applied in the study to determine the relationship between the key variables. The study’s population for this study was 626 USAID projects employees. The target of the study were the 146 employees working at USAID projects in Isiolo County drawn from operations, finance and project management departments from which 73 respondents were sampled using stratified sampling. Data was collected using questionnaires and then analyzed using SPSS software. Frequency distributions, percentages and tables were used to present data. The findings indicated that USAID projects in Isiolo County met the required set standards and were completed on time, there is a project management schedule to ensure that the projects are completed on time. The study further revealed that USAID projects in Isiolo County provided economic benefits to the local community. The study concluded that USAID projects in Isiolo County were completed within budget and that they provided social benefits to the local community. Strategic planning practices were streamlined with the implementation of projects in USAID. This was through coordination with the organizational leadership. The study recommends that project teams should adopt project management practices to reflect the work associated with delivering the project on time. They should regularly compare the amount of money spent against the budgeted amount and report this information to the managers and stakeholders. The managers in the organization should be able to prioritize objectives to ensure proper allocation and use of resources. Description: MASTER OF BUSINESS ADMINISTRATION in Strategic Management and Project Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4070 Files in this item: 1
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Wangeci, J.Kanyeki (Daystar University School of Communication, October , 2022)[more][less]
Abstract: With an increase in television penetration in Kenya since 1962, there is a growing concern about how audiences, especially children are influenced by television content. The essence of this research was to determine the influence of extended television viewing on tweens, in emulating violence, alcohol consumption, and body image of media personalities and identifying the television viewing habits of Kenyan families in Nairobi and Machakos counties. The study was guided by Bandura’s Social Learning Theory (1977) which explains that children observe the behaviour of influential models like parents or TV characters and encode the behaviour at a later time. The objectives of the study were to identify the social behaviour and life skills development associated with extended viewing by tweens, to identify the length of time that Kenyan tweens spend watching television, and to identify the television-watching habits of Kenyan families as a whole during the Covid-19 pandemic. The technique of mixed method research design was employed for this research. The target population comprised 306 students aged 11-14 years in private and public schools in Nairobi and Machakos counties as well as 5 parents in a focus group discussion, 8 in-depth interviews, and 3 industry experts. Quantitative Data was collected from the students using a self-administered questionnaire, which was availed via schools and parents in either paper form, or as an electronic link to a Google-generated survey. In addition, qualitative data was obtained via in-depth interviews with parents as well as industry experts. Data collected was analysed quantitatively using SPSS and included frequency distribution, tables, percentages, mean and standard deviation. A Pearson chi-square test was used to test the hypothesis. The study revealed that most tweens (78.9%) desired to emulate their TV heroes. Increasing hours of watching television increased chances of emulating various social behaviours such as violence, romantic scenes, and imitating personalities and body images of media personalities. However, from the findings, tweens seem oblivious to some of the effects they exhibit when they watch extended hours of television and are seemingly unaware of the risks they are exposed to. Parents gave a different perspective and stated they had observed differences in social behaviour when their children watched extended television, such as a change of mood, an increase in fear and anxiety, disrupted sleep patterns, and fatigue. Tweens also exhibited a change in fashion sense, resistance to authority, talking rudely, increased laziness, and a slackening in household chores or school grades. Findings also revealed that television content is not always negative. It offers some benefits to children such as providing general knowledge, updating them on current affairs, and teaching them the content of academic, life, and social skills, and moral significance. The acquisition of these positive facets via television occurs in a format that is usually relaxed, providing a good learning experience. The study recommends that parents limit screen time, reinforce guidelines, and offer alternative leisure activities for the tween. The study also found that tweens who watch TV with siblings watch for longer hours than if watching with a parent, therefore parents should curb screen content for the tween to limit exposure to inappropriate content and motivate their tweens to watch educational content which is beneficial to their social and educational development. There is a great opportunity for content creators in Kenya to curate local, culturally relevant edutainment content for tweens, so there is continual positive learning, even while enjoying television. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4069 Files in this item: 1
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Oigoro, David Nyang’acha (Daystar University School of Communication, October , 2022)[more][less]
Abstract: The purpose of this study was to explore Kenyan Parliament communication channels of promoting Hansard to citizens. This purpose is informed by the fact that the Hansard is a critical source of political awareness in enhancing the democratic process and the role of citizens in that process. The problem investigated in the study showed that there is a knowledge gap about Hansard among Kenyans. And the implication of this is that citizens are left in dark about the activities of their elected representatives in parliament, which in turn impedes their capacity to exercise their democratic rights confidently regarding parliamentarians. The objectives of the study were to find out how familiar Kenyans are with the Hansard as well as interacting with it, explore the communication channels used by the Kenyan Parliament to promote citizens’ exposure to the Hansard, find out the preferred channels suggested by Kenyans for the promotion of the Hansard, and to investigate how the news media use the Hansard in their journalistic activities. Exploratory research design and purposive sampling method were used in the study, while data was collected using Focus Group Discussions (FGDs) and interviews. Data was analysed using thematic analysis method. Key findings indicated that most participants were not familiar with the existence of Hansard, and journalists deployed to Kenyan Parliament to cover parliamentary proceedings relied on the content of the Hansard for their news stories. The study concluded that there exists a challenge with how Hansard is promoted and circulated to the public. Based on the findings, the study recommended among other recommendations that Parliament should advertise Hansard in both traditional and new media to expand awareness level among Kenyans. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4068 Files in this item: 1
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Koki, Faith Sammy (Daystar University School of Communication, April 3, 2022)[more][less]
Abstract: The purpose of the study was to explore the effectiveness of participatory communication strategies on poverty reduction initiatives, with specific focus on NAAIAP in Muthetheni Ward, in Mwala Sub-County in Machakos County. The objectives of the study were to establish the communication strategies used in poverty reduction interventions in Muthetheni Ward, explore the level of involvement of the community in participatory communication strategies in Muthetheni Ward, identify the themes communicated in poverty alleviation programmes in Muthetheni Ward, and evaluate the effectiveness of the participatory communication techniques used in poverty reduction interventions in Muthetheni Ward. The research design for the study was descriptive. The 3,234 homesteads in Muthetheni ward, made up the study's population. The study used cluster sampling to select a sample of 97 households. Besides, census sampling method was applied to select three agricultural extension officers and the NAAIAP training officer. The study used both qualitative and quantitative data which were collected using questionnaires, key informant interviews and focus group discussions. The study applied descriptive statistics and regression analysis to analyse the quantitative data and thematic summary analysis to analyse the qualitative data. The study findings show that communication strategies, level of involvement of the community, themes or issues communicated, and consideration of issues raised by the community were all vital in influencing effectiveness of NAAIAP. Hence, the study recommends to NAAIAP project implementers and policymakers to engage farmers more using participatory communication techniques and encourage community members to air their views, provide suggestions and ask questions Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4067 Files in this item: 1
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Mwende, Grace Kabubu (Daystar University School of Communication, August , 2022)[more][less]
Abstract: The success of medical practice hinges on the quality of the diagnostic outcomes during the physician-patient interaction. This research sought to establish the influence of communication styles’ characteristics, preferred communication styles, and uncertainty reduction communication strategies on diagnostic outcomes. The research adopted the uncertainty reduction theory and used descriptive survey research design. The target population consisted of 322 physicians working in public hospitals in Nakuru County, Kenya and 548 patients across Nakuru County public hospitals. The study adopted convenience sampling method and obtained a sample of 76 doctors and 85 patients. During the data collection, both open- and closed ended questionnaires were used. Pearson correlation coefficient, and multiple linear regression was applied to establish a significant level of α= 0.050. The Statistical Package for the Social Sciences (SPSS) version 26 aided in data analysis. The research variables sought for were characteristics of preferred communication styles, communication styles, and uncertainty reduction communication strategies employed by physicians, when interacting with patients. The findings revealed that characteristics of communication styles, preferred communication styles and uncertainty reduction communication strategies have a positive significant influence on diagnostic outcomes in public health facilities in Nakuru County (r = 0.827, p < 0.050), (r = 0.690, p < 0.050) and (r = 0.730, p < 0.050) respectively. The study outcome will be necessary for public health care management, the institutions of higher learning, and the medical training institutions to provide insights into the need to improve their communication styles by adopting the most effective technique(s). The study recommends further research, to be done in other counties to determine whether variables of the study, have a significant positive influence on diagnostic outcomes in public health facilities in Nakuru County. Description: MASTERS OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4066 Files in this item: 1
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Wangui, Caroline Muna (Daystar University School of Communication, October , 2022)[more][less]
Abstract: The purpose of the study was to analyze the role of graffiti in social communication focusing on matatus operating along the Nairobi Central Business District (CBD) - Rongai route. Specifically, the study sought to: determine the different typologies of graffiti used on matatus, determine the use of graffiti as a social communication tool, determine the effectiveness of graffiti in social communication and analyze the perceptions of the public on the use of graffiti on matatus as a social communication tool. The study was anchored on lexical pragmatics theory and critical discourse analysis. The study used the case study research design. The target respondents comprised of graffiti artists, matatu operators and public in Nairobi CBD. The respondents comprised of 68 members of the public, 68 matatu operators and 10 graffiti artistes. Members of the public and matatu operators were sampled using the random sampling method. The graffiti artistes were sampled using snowball sampling methods which involves the use of referrals to reach out to respondents. Data from the public and the matatu operators was collected using structured questionnaires while data from the graffiti artists was collected through in-depth interviews. The study used both quantitative and qualitative data analysis methods. Quantitative data was analyzed using SPSS. This was used to analyze the closed ended questions in the questionnaires. The findings from quantitative analysis were presented using figures and tables. Qualitative data analysis was used to analyze the data collected using interview methods and the data collected using open ended questions. In this study, thematic analysis involved categorization of various themes and interpreting them in line with the emerging themes. Thematic analysis was also being used to analyze photographs whereby various themes drawn from different graffiti were interpreted. Based on the analysis, it was found out that matatu graffiti has steadily become more popular along the Rongai-CBD route. The study identified different typologies of graffiti ranging from entertainment, political, religious, inspirational, and promotional graffiti. However, entertainment graffiti were the most common. On the perceptions of graffiti, the study identified that there were varied perceptions on graffiti, with some having positive perceptions, others negative perceptions and others mixed perceptions. On the effectiveness of graffiti on social communication, a section of the respondents agreed that graffiti on matatus is an effective social communication tool as it is easily accessible to large audience. Another section of the respondents reported that graffiti is not an effective social communication tool as the messages communicated are not educational and that the art is not easy to understand. Those with mixed perceptions reported that the effectiveness of graffiti depended on how it is used. If well used, graffiti can be an effective communication tool and if not well used, it cannot be used for social communication. Based on these findings, the study recommends the need for the matatu owners and graffiti artists to consider other themes on societal issues. The study also recommends a need for the public to be educated and provided with information on matatu graffiti to make them embrace the art and acknowledge its effectiveness in social communication. There is also a need for graffiti art shows and events to be organized to allow for interaction between graffiti artists and Nairobi residents for the artists to explain to the people its effectiveness in social communication. Further, it is recommended that the government be in the forefront in promoting matatu graffiti since it is a key source of income and livelihood to the graffiti artists. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4065 Files in this item: 1
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Ramani, Ken (Daystar University School of Communication, October , 2022)[more][less]
Abstract: This study sought to determine how a company's reputation affected Kenya Airtel customers' satisfaction. The study’s specific objectives were to Ascertain how the diversity of Airtel Kenya’s services and products influence customers' satisfaction among students at TU-K, assess the leadership of Airtel Kenya's role in ensuring customer satisfaction among TU-K students and assess the impact of Airtel Kenya's corporate social responsibility on customer satisfaction. This study's research design was quantitative and descriptive in nature. The descriptive method for the research design defines the relationship between customer satisfaction and corporate reputation. The target population was sampled using a stratified random sampling approach, and the sample size of 400 was established using Yamane's formulas (1973). Questionnaires were used as a tool for gathering data. The study's main findings showed that, at the 0.000 level of significance, there was a positive and significant relationship between corporate reputation, product and service quality, leadership, and customer satisfaction. There was also a positive and significant relationship between corporate social responsibility and customer satisfaction. The study concludes that improving customer happiness depends critically on leadership, product and service quality, and corporate social responsibility. The survey suggests that Airtel should keep providing its customers with high-quality goods and services at reasonable pricing. In order to increase customer happiness, Airtel must also uphold a solid reputation. The study further recommends that Airtel should continue to engage in activities that foster corporate social responsibility. This is because CSR is an important opportunity for Airtel to give back to society and show that they value their customers. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4064 Files in this item: 1
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Muzhingi, A. Samuel (Daystar University School of Communication, October , 2022)[more][less]
Abstract: Digital technologies are transforming agricultural extension services by expanding accessibility to agricultural information ranging from plant variety selection to harvests, marketplaces, and weather forecasts. Agricultural extension services in Kenya's Nyeri county, in particular, have been lacking, prompting the growth of digital innovation systems such as iShamba to provide farmers with the agricultural information they require. iShamba, as a case study of an agricultural innovation system, functions as an agricultural extension service. Given this, the study proposes that digital innovation systems, through agricultural information dissemination and interactive capacities, have a significant impact on agricultural output. A telephone interview survey of 77 iShamba customers in Nyeri was undertaken. The sample size for this study was determined using non-probability convenience sampling, and data was input into Microsoft Excel and Google Spreadsheets. Thematic analysis was used to code and analyse the data collected. The findings of the study demonstrated how digital innovation platforms facilitate a participatory approach in agricultural extension services. Furthermore, the research showed that agricultural information from iShamba has benefited 94% of farmers and there was perceived productivity among 37% of farmers in Nyeri. The findings indicate how agricultural digital innovation platforms, specifically iShamba, have influenced Nyeri farming practices. However, 6% did not benefit, demonstrating how digital innovation must produce precise, comprehensive, innovative, and localised agricultural information to effectively replace traditional agricultural extension services, which are increasingly insufficient. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4063 Files in this item: 1
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Makena, Lumbi (Daystar University School of Business and Economics, October , 2022)[more][less]
Abstract: Functional strategies play a critical role in competitive advantage for a firm. The purpose of the study was to establish the influence of functional strategies on competitive advantage, in Amref Health Africa. The specific objectives were to establish the functional strategies adopted by Amref Health Africa, examine the levels of competitive advantage in Amref Health Africa and to establish whether functional strategies have influenced Amref Health Africa’s competitive advantage. The theories that informed the study were Porter’s Generic Theory, Management Theory, Administrative Management Theory and Resource-Based View Theory. The study adopted a descriptive research design. The target population was comprised of Senior, Middle and Lower-Level Leadership team from the Amref Institutions. They included AMREF Flying Doctors (AFD), Amref Enterprises (AEL), Amref Health Africa Headquarters (AHA) and Amref International University (AMIU). The study used a census approach where the entire population of 115 was used. Data was collected using a structured questionnaire and analysed by the use of descriptive statistics. Data analysing was conducted using SPSS version 26 software. The findings indicated that Amref Health Africa adopted the functional strategies. The findings also revealed to a large extent, that the organization had achieved competitive advantage. Finally, the results indicated that functional strategies are positively and significantly associated with competitive advantage of Amref Health Africa. The study concluded that, the functional strategies adopted by Amref Health Africa was human resource strategy, finance strategy and marketing strategy. The study also recommended that Amref Health Africa to invest adequately on functional strategies in order to be innovative to achieve its competitive advantage. Employees should be equipped with the skills, and technical competence to improve an organization's competitive advantage guided by human resource strategy. Description: MASTER OF BUSINESS ADMINISTRATION In Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4062 Files in this item: 1