Student Satisfaction and Loyalty in African Universities: The Case of Ghana and Rwanda

Maame Afua Nkrumah & Kate Neequaye, Volume 3 Issue 2, December 2022 Pages 125-137, Published: 2022-12-16

Abstract

Factors influencing student satisfaction and loyalty are of much interest to universities globally, because of the current competition for students. Nonetheless, the issue is barely examined in the African context. This study accordingly explored how student experiences with university staff and facilities related to student satisfaction and loyalty as posited by Pace (1975). The design of the study was quantitative while the accessible population was TVET universities in East and West Africa. A total of 355 bachelor students from one Ghanaian university and a Rwandan university were selected using multi-stage random sampling techniques. The College Student Experiences Questionnaire (CSEQ) was then used to gather the students’ experiences. The data were analyzed using descriptive statistics (mainly, frequencies, and central tendencies) and inferential statistics (Pearson’s correlation and the t-test) with the assistance of the Statistical Package for the Social Sciences (SPSS). A mixed level of experience was reported with respect to students’ interaction with other students and staff. Most importantly, the study showed a positive relationship between being satisfied with a university and wanting to attend the same institution if given the opportunity again (student loyalty).