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Digital Marketing Strategies and Organizational Performance in The Hospitality Sector in Kenya. A Case of Five-Star Hotels in Nairobi City County
No full textMASTERS OF BUSINESS ADMINISTRATION in Marketing and Strategic ManagementThe rapid growth of digital technologies has transformed the hospitality industry, compelling hotels to adopt innovative marketing approaches to remain competitive. This study examined the influence of digital marketing strategies on the performance of five-star hotels in Nairobi County, focusing on search engine optimization (SEO), email marketing, and social media marketing. Guided by the Resource-Based View (RBV) and Technology Acceptance Model (TAM), the study employed a descriptive research design. Data were collected from 70 managerial staff members through structured questionnaires, of which 69 were returned, yielding a response rate of 98.6%. Both descriptive and inferential statistical methods were used in the analysis of the data using SPSS Version 27. The results showed that five-star hotels used all three aspects of digital marketing extensively: social media marketing, email marketing, and SEO. Correlation analysis results showed that the three strategies, social media marketing (r =.735, p <.05), email marketing (r =.764, p <.05), and SEO (r =.712, p <.05), had a high positive association with organizational success. Additionally, digital marketing strategies were found to have a significant impact on performance outcomes like customer acquisition, revenue growth, and market share, as evidenced by multiple regression analysis, which found that they jointly explained 68.3% of the variance in organizational performance (R2 =.683, p <.05). The study also found that the connection between digital marketing strategies and organizational performance was significantly moderated by organizational culture (β =.287, p <.05). Compared to hotels with strict or conventional structures, those with creative, cooperative, and data-driven cultures gained more from their digital marketing campaigns. According to the study's findings, digital marketing tactics are crucial for influencing organizational performance in the hospitality industry. Social media marketing increases brand exposure and customer connection, email marketing boosts consumer engagement and loyalty, and SEO increases online visibility and direct bookings. The results also confirm that by encouraging creativity and cross-functional cooperation, a positive corporate culture increases the efficacy of digital tactics. The study recommended that hotel management should integrate analytics to track performance and make strategic investments in social media, email, and SEO. To maintain a competitive edge, hotels should also foster a culture that encourages digital innovation and ongoing learning. By empirically illustrating the moderating impact of organizational culture in the relationship between digital marketing and performance in the setting of five-star hotels in Kenya, the research adds to our understanding of the subject.Daystar Universit
Influence of Generation Z Communication Styles on Organizational Leadership: A Case Study of Zenka Digital Limited
No full textMaster of Arts in CommunicationThis study explored how Generation Z’s communication styles influence organizational leadership and management practices, focusing on Zenka Digital Ltd. The research was motivated by the challenges organization leaders face in aligning Gen Z’s digital-first, interactive communication preferences with traditional workplace practices. Guided by Social Identity Theory, Communication Accommodation Theory, and Situational Leadership Theory, the study examined how these preferences reshape organizational communication and leadership adaptation. Using a qualitative exploratory design, data was collected through semi-structured interviews with managers across different generations and focus groups with Gen Z employees. A total of 37 participants were purposively selected from Zenka’s 51 employees. Thematic analysis revealed four major themes: real-time organizational communication networks, integration of digital communication tools in leadership, communication-driven team cohesion, and resistance to hierarchical communication norms. These findings highlight Gen Z’s preference for instant messaging and collaborative platforms over hierarchical, email-based, or face-to-face systems. The study concludes that adopting digital-first communication approaches is vital for enhancing engagement, team performance, and leadership effectiveness in organizations employing Generation Z. It recommends future research on cross-cultural variations and the role of organizational culture in digital tool adoption, providing a broader perspective for multinational organizations seeking cohesive communication strategies.Daystar Universit
Examining The Role of The Clergy in Providing Support and Care for Members with Mental Illness: A Case of Africa Inland Church - Kitui County
No full textMASTERS in Clinical PsychologyThis study examined the role of clergy in providing support and care for members with mental illness within the Africa Inland Church (AIC) in Kitui County, Kenya. The research addressed the critical gap in understanding how religious leaders functioned as frontline mental health responders in communities with limited access to professional mental health services. The study was guided by Faith-Based Counseling Theory, Cultural Stigma and Alternative Pathways Theory, and the Mental Health and Spirituality Integration Model. The study aimed to achieve four specific objectives: to examine the role of clergy in providing support and care for members with mental illness; to identify challenges faced by clergy in addressing mental health issues; to explore training needs to enhance clergy capacity for mental health support; and to evaluate the effectiveness of clerical mental health interventions within the AIC-Kitui Area. The research employed an exploratory mixed-methods research design, conducted in Mulango region, Kitui Area, which served as the mother region for AIC churches in the county. The target population comprised 42 clergy members from 26 churches. A census approach was used for the quantitative component, achieving an 88% response rate with 37 clergy completing questionnaires. For the qualitative component, 13 clergy members were randomly selected for in-depth interviews. Data was collected through structured questionnaires and interview guides, then analyzed using descriptive statistics and thematic analysis through SPSS. The findings revealed that clergy played vital roles in mental health support primarily through pastoral counseling (78.4%) and prayer sessions (59.5%), with 54.1% making referrals to mental health professionals. However, community-based interventions such as support groups (10.8%) and educational workshops (13.5%) were underutilized. Major challenges included limited resources (56.8%), stigma associated with mental illness (45.9%), lack of training (43.2%), and time constraints (37.8%). Despite these challenges, 81.1% of clergy believed their interventions effectively improved congregants' mental health.The study concluded that while clergy served as crucial first responders in mental health crises, their effectiveness was constrained by inadequate training and resources. Recommendations included comprehensive mental health training for clergy, enhanced collaboration with mental health professionals, increased resource allocation, and development of structured community-based interventions to strengthen clergy capacity for supporting congregants with mental illness.Daystar Universit
Moral Injury and Coping Mechanisms among Critical Care Nurses at The Nairobi Hospital, Nairobi County, Kenya
No full textMASTERS OF ARTS in Counseling PsychologyMoral injury, defined as the psychological distress arising from actions or inactions that violate an individual's moral or ethical beliefs, has become an increasingly critical concern in healthcare, particularly among critical care nurses. These professionals often find themselves in ethically complex and emotionally demanding situations, where institutional constraints, resource limitations, and life-and-death decisions can result in lasting emotional and moral distress. This study aimed to examine the prevalence of moral injury and to explore the coping mechanisms employed by critical care nurses working at The Nairobi Hospital within Nairobi County, Kenya. A mixed-methods research design was employed to provide a comprehensive understanding of the phenomenon. The study targeted a population of 600 critical care nurses, from which a sample of 234 respondents was selected using simple random sampling. Quantitative data were collected using structured questionnaires and analyzed through the Statistical Package for the Social Sciences (SPSS Version 29.0). Descriptive and inferential statistics, including one-way ANOVA and Pearson correlation, were used to examine the relationships between levels of moral injury and coping strategies. Qualitative data was obtained through semi-structured interviews and open-ended survey questions, and analyzed thematically using NVivo software. The findings revealed that 76.6% of participants experienced moderate to high levels of moral injury, highlighting its widespread presence within critical care settings. Nurses predominantly utilized problem-focused and emotion-focused coping strategies, while avoidant coping was less frequently reported. A significant positive correlation was observed between emotion-focused coping and moral injury levels, indicating that while nurses attempt to regulate emotions, these strategies may not fully mitigate the psychological impact of moral distress. Qualitative insights reinforced these findings, with participants describing feelings of guilt, helplessness, emotional fatigue, and the internalization of moral conflict, often in the absence of adequate organizational support.This study underscores the urgent need for institutional interventions that foster ethical support systems, promote psychological resilience, and provide safe spaces for emotional and moral reflection. The insights generated are expected to contribute to both academic literature and practical policy-making, with the goal of enhancing the well-being of critical care nursesDaystar Universit
Role of Community Engagement in Conflict Transformation: The Case of Undp Peacebuilding Among the Ateker of Turkana County, Kenya
No full textClimate Change and Environmental Security among Pastoralist Communities an Mogotio Sub- County, Kenya
No full textMaster of Arts in Diplomacy, Development, and International SecurityPastoralist communities in Mogotio Sub-County, Kenya, an area increasingly vulnerable to natural disasters, environmental changes, extended droughts, floods, erratic rainfall patterns, and rising temperatures. The main objective of the study is to analyze the effects of climate change on environmental security. The specific objectives are to examine the forms of climate change and their effects on the pastoralists, to analyze the socio-economic activities of the pastoralists and to assess the effectiveness of adaptation strategies by pastoralists in promoting environmental security in Mogotio Sub-County, Kenya. The study uses a mixed methods approach and descriptive and explanatory research designs were combined in this study, starting with the quantitative data collection of pastoralists’ families using surveys to evaluate the effects of climate-related factors on socio-economic activities. After the quantitative stage, the sample size of 398 which includes key informants, including pastoralists, health professionals, local leaders and the county government, were interviewed qualitatively to gain a deeper understanding. Data was collected using surveys, questionnaires, structured interviews, focus group discussions, and observations. The targeted population is pastoralists, county government officials, local leaders and holder of traditional knowledge and a population of 91,104. Sample techniques include stratified random sampling for varied pastoralist communities, deliberate sampling for qualitative components, and snowball sampling for community members with profound insights into local adaptation strategies or climatic consequences. Climate change significantly impacts environmental security and community resilience, disrupting socio-economic activities like livestock rearing and small-scale farming. This leads to food insecurity, income instability, and social tensions. The loss of pasture, water shortages, and decreased agricultural productivity threaten regional stability. To address climate change, pastoralists employ adaptation strategies like tree planting, water harvesting, irrigation, and drought-resistant crops. The study recommends integrated interventions combining environmental conservation with socio-economic empowerment and local knowledge. It recommends expanding government and non-governmental organization support for water infrastructure, providing financial assistance and training, improving roads and markets, and scaling up climate-smart agricultural practices. It also suggests recognizing indigenous adaptation strategies and creating comprehensive policy frameworks to ensure sustainable livelihoods for pastoralist communities.Daystar Universit
Effectiveness of Acceptance and Commitment Therapy in Improving Low Self-Esteem among Adolescents in Selected Junior High Schools in Accra, Ghana
No full textDOCTOR OF PHILOSOPHY in Clinical PsychologyLow self-esteem remains a critical psychological concern among adolescents, with far-reaching implications for their academic performance, social relationships, and emotional wellbeing. This study investigated the effectiveness of Acceptance and Commitment Therapy (ACT) in improving self-esteem among adolescents in selected Junior High Schools in Accra, Ghana. The research was guided by Carl Rogers’ Theory of Self-Esteem and Relational Frame Theory, which together provided the conceptual framework for understanding both the development of self-concept and the mechanisms of psychological flexibility targeted by ACT. The objectives of the study were to assess the prevalence of self-esteem, establish the socio-demographic characteristics and socio-cultural associated with low self-esteem as well as effectiveness of ACT in improving low self-esteem among adolescents. The first three objectives were analysed using data at the screening stage (N=416). A quasi-experimental design incorporating baseline, midline, and endline assessments was employed to ascertain the fourth objective (n=124). Purposive sampling techniques were used to select both schools and participants, yielding a total sample of 124 adolescents aged 12–15 years, all transitioning through Junior High School levels (JHS 1–3). Participants were evenly distributed into an intervention group (n=62) and a control group (n=62). Research instruments included a sociodemographic and cultural questionnaire, the Rosenberg Self-Esteem Scale (RSES), and the Acceptance and Action Questionnaire (AAQ-II). The RSES and AAQ-II were administered at all three stages to measure changes in self-esteem levels and psychological flexibility respectively. At baseline, findings revealed that 37.8% of participants presented with low self-esteem, a prevalence consistent with continental evidence of widespread adolescent psychological vulnerability. At midline assessment, 61.1% of adolescents in the ACT group demonstrated improvement, compared to only 22% in the control group. By endline, 75.8% of the ACT group reported significant gains in self-esteem, in contrast to 24.6% in the control group. These differences were statistically significant (p < 0.001) and demonstrated large effect sizes (Cramer’s V = 0.3–0.5). Mediation analysis further explored the role of psychological flexibility in the observed outcomes. While ACT was found to significantly enhance psychological flexibility, Sobel test results indicated a weak mediation effect (z score= 0.72. This suggests that although increased psychological flexibility was a valuable secondary outcome of the intervention, the direct effect of ACT on self-esteem was both strong and statistically reliable (p < 0.001). Overall, the study provides robust evidence that ACT can serve as an effective, contextually sensitive intervention for addressing self-esteem challenges among Ghanaian adolescents. It recommends the integration of ACT into school-based mental health programs, the expansion of psychosocial support services for students, and the implementation of longitudinal and large-scale studies to further validate sustainability and wider applicability across diverse adolescent population.Daystar Universit
Project Management Practices and Project Performance of Non-Government Organizations in Goma Region, Democratic Republic of Congo
No full textMASTER OF BUSINESS ADMINISTRATION in Project ManagementThe purpose of this study was to examine the effect of project management practices on project performance of non-governmental organizations in DRC with the focus being Goma region. NGOs projects face a myriad of issues such as prolonged delays, overruns in costs and quality issues especially at the implementation stage which has led to poor project performance. This study sought to assess the effect of project management practices on project performance of non-government organizations, with focus being in Goma, Democratic Republic of Congo. The specific objectives were to assess the effect of stakeholder involvement practices, project planning practices and communication practices on project performance of Non-Governmental Organization in Goma region, DRC and to determine the moderating effect of project complexity on the relationship between project management practices and project performance of Non-Governmental Organization in Goma region, DRC. The study was anchored on Balanced Scorecard Model, system theory, and Novelty, Complexity, Technology and Pace (NCTP) model. This study adopted the descriptive and explanatory research design and utilized quantitative data. The target population of the study consisted of 125 employees working in the project management departments of 25 humanitarian NGOs operating in Goma region DRC. The study employed census approach to include all the target population in the study. To ensure validity, Face, content and construct validity were tested. Reliability was assessed using Cronbach's alpha coefficient a threshold of 0.7. Primary data was collected through structured self-administered questionnaires. Data collected was analysed using means, and standard deviations. Pearson correlation analysis was used to establish the strength of the relationship between variables while multiple linear regression analysis was used to determine the effect of project management practices on project performance of the non-government organizations. Data obtained for this study was analysed using SPSS version 27. The findings of this study indicated that stakeholder involvement practices has a significant statistical influence on the project performance (β1 = 0.045, p = 0.045). Project planning practices has a significant statistical effect on the project performance (β1=0.092, p = 0.046). Project communication practices has a significant statistical effect on the project performance (β1 = 0.033, p= 0.049). Project complexity has a significant statistical moderating effect on project management practices. The study concluded that humanitarian NGOs in Goma region used project management practices in their organization. Further, the study recommended that, to fully benefit from stakeholder involvements, the NGOs should identify and analyse stakeholders to understand their interests, expectations, and influence.Daystar Universit
Logistics Management Practices and Competitive Advantage in Clearing and Forwarding Firms : A Case of Morgan Cargo, A Kuehne+Nagel Company
No full textMASTER OF BUSINESS ADMINISTRATION in Strategic Management and Logistics Supply Chain ManagementIt is important for companies to adapt logistics management practices inorder to achieve sustainable competitive advantage. Kenyan clearing and forwarding firms are facing a persistent decline in their competitive edge,due to regulatory challenges, intense pricing competition, and the growing presence of technologically advanced multinational logistics companies. There is lack of empirical evidence as much as some studies have explored competitiveness in the logistics sector and how specific logistics management practices influence the competitive positioning of local firms within the unique context of Kenya's evolving business environment.This study sought to bridge the contextual, conceptual, and methodological gaps among clearing and forwarding firms, with a focus on Morgan Cargo. The study focused on examining the logistics management practices employed by Morgan Cargo, evaluating its competitive advantage, investigating the effects of these practices on its competitive position, and assessing the moderating role of government policies in the study.Additionally,it explored how specific logistics management practices contribute to competitive advantage while adopting a mixed-methods approach to incorporate qualitative insights into strategic decision-making.The Competitive Advantage, Supply Chain management, and Resource-based View theories formed the theoretical framework.An explanatory research design with mixed-methods and quantitative and qualitative data was collected using structured questionnaires and in-depth interviews.250 employees of Morgan Cargo Limited is the target population.Stratified random Sampling was adopted and a sample of 150 participants was drawn. A pretest was conducted using a sample of 10% respondents, totaling 15 participants to refine the research instruments, while validity and reliability tests ensured data accuracy and consistency. Construct and content validity were applied, and Cronbach’s α coefficient was used to assess internal consistency, with an α value above 0.70 considered acceptable.Descriptive statistics such as frequency distribution tables ,standard deviation, mean ,inferential statistics such as regression analysis was utilized for quantitative data analysis.Thematic content analysis and open coding was used to analyze qualitative data from interview responses. The study revealed that Morgan Cargo use of key logistics management practices;customs modernization, warehouse management, inventory and supply chain management ,significantly contributes to it’s competitive edge by enhancing customer satisfaction ,operational efficiency and delivery performance.Government regulations were shown to moderate this relationship by influencing how effectively these practices translate into strategic market positioning. The study concludes that effective logistics management practices are essential in strengthening Morgan Cargo’s competitive advantage.It recommends that the company adopts customs modernization while sustaining investments in customer-centric strategies such as strategic market positioning,service differentiation and customer fulfillment .Daystar Universit
The Influence of Rebranding on Customer Service Delivery in Kenyan Government Corporations: A Case Study of Business Registration Services
No full textMASTER OF ARTS in Corporate CommunicationRebranding has increasingly emerged as a strategic approach not only in the private sector but also within public institutions seeking to enhance efficiency, visibility, and customer satisfaction. This study examined the influence of rebranding on customer service delivery in Kenyan government corporations, focusing on the Business Registration Service (BRS). The specific objectives were to: (i) examine customers’ perceptions and awareness of rebranding strategies at BRS; (ii) evaluate the operational and communication interventions implemented after rebranding; (iii) assess the effect of rebranding on customer service delivery; and (iv) determine the relationship between rebranding and customer satisfaction. A descriptive research design was adopted, employing a mixed-methods approach to collect data from 156 respondents through structured questionnaires and two focus group discussions (FGDs) involving 21 BRS staff members, achieving an 87% response rate. Quantitative data were analyzed using descriptive statistics—frequencies, percentages, and Likert-scale measures while qualitative data were subjected to thematic analysis to capture in-depth perspectives. Findings revealed that 82.7% of customers were aware of BRS’s rebranding, and most perceived it positively, associating it with improved professionalism, digital efficiency, and institutional modernity. Operational and communication reforms were widely recognized, including enhanced online platforms, clearer communication channels, and greater staff responsiveness. Rebranding had a significant positive effect on service delivery, with 75.6% of respondents reporting improved service quality, efficiency, and customer-friendliness. Overall customer satisfaction averaged 7.8/10, with rebranding contributing 7.2/10 to perceived satisfaction. However, the study also identified challenges such as occasional system downtimes, regional service disparities, and inconsistent user experiences across service points. The study concludes that rebranding at BRS has yielded measurable improvements in customer awareness, perceptions, and service delivery, though outcomes were unevenly distributed across regions. It recommends strengthening outreach to rural clients, enhancing digital infrastructure, institutionalizing continuous feedback mechanisms, and standardizing service delivery across all branches. Finally, the study suggests further research on the long-term impact of rebranding in the public sector, comparative analyses across multiple state corporations, and cost–benefit evaluations of rebranding as a public management strategy.Daystar Universit