Influence of Quality Management Practices on Customer Brand Equity among Public Chartered Universities in Kenya

Abstract

The concept of quality management has remained the driver of competitive organizations in the changing business environment. However, it is revealed from literatures that quality management facets are unlimited and ambiguous to be measured by individual consumers with regard to products and services. Since quality management practices are associated with intangible aspects of brand equity, organizations are still experiencing challenges of maintaining customer brand equity. Therefore, it is on this background this study sought to determine the influence of quality management practices on customer brand equity. The specific objectives of the study were; to determine the influence of consumer research, leadership, employee motivation and system automation on customer brand equity. This study was anchored on Total Quality Management and Theory, Brand Equity Theory. The study adopted descriptive research design since it provides the opportunity to collect and record data without manipulation. The target population of the study was 175 students selected from five Chartered Public Universities in Kenya. However, to narrow down the number of the population, 15 students were selected from each University using purposive sampling technique. Therefore, 75students were the representative sample of this study. The unit of analysis university students while the unit of observation were Chartered Public Universities in Kenya. Primary data was collected using Questionnaires and secondary data collected from quality assurance audit reports was analyzed using content analysis method. Statistical Package of Social Sciences was used to analyze qualitatively in form of means and percentages. To establish the hypothetical relationship between the independent variables on the dependent variable, log it regression model was used. Data analyzed was presented in form of tables. After analysis it was established that there was a positive relationship between consumer research, leadership, employee motivation and system automation on customer brand equity. Further it was concluded by the study that quality management practices should be improved to meet customer expectations. It was recommended by the study that, for Chartered Public Universities in Kenya to be competitive, a number of issues like corporate governance, reviewing of academic programs, staff development, process automation and consumer research should be addressed.