Exploring the perception’s of Master of Business Administration Students’ loyalty using the net promoter score: a case of School of Business, Makerere University

Abstract

This study investigated the MBA II (2024 cohort) students' perception of the willingness to refer other potential students to the MBA course at the School of Business, Makerere University, using a Net Promoter Score. The study was premised on three objectives: to assess the student’s perception of the quality of their MBA course at the School of Business; to analyze the factors influencing MBA students' willingness to recommend potential students to the School of Business; and to examine the relationship between Net Promoter Score and student’s enrollment at the School of Business, Makerere University. The study employed a descriptive research design and adopted a quantitative study approach. Data was collected from 108 MBA II students selected using a census method. The tool of data collection was a questionnaire. Data collected were analyzed using the statistical package for social science (SSPS Version 27). The findings revealed that MBA II (2024, Cohort) students at the School of Business, Makerere University, exhibited a positive perception of their MBA program, with high satisfaction reported in areas such as curriculum relevance (mean=3.86, SD=1.00), academic staff expertise (mean=3.96, SD=0.796), and teaching methods (mean=3.52, SD=0.971). The program effectively supports academic and professional development (mean=3.95, SD=1.106), reinforced by its strong academic reputation (mean=3.86, SD=0.942). Additionally, the factors that influence students' willingness to recommend the program to potential students were prestige (mean=4.07, SD=0.918), faculty expertise (mean=3.61, SD=0.860), and satisfaction with the learning environment (mean=3.94, SD=0.926), while on the other hand, there were barriers like high tuition costs (mean=2.91, SD=1.090) and limited networking opportunities (mean=2.92, SD=1.086) that reduce referral rates. Furthermore, the study established that Net Promoter Score is a significant predictor of student enrollment (B=712, p=0.000), demonstrating that positive recommendations strongly correlate with higher enrollment levels. Addressing identified challenges while enhancing the program’s strengths could further boost student satisfaction, recommendations, and enrollment. The study recommends enhancing tuition affordability through flexible payment options and scholarships to improve student satisfaction. It also highlights the need to expand networking platforms such as alumni events and mentorship programs. Additionally, improving administrative engagement through staff training and open feedback channels can encourage stronger advocacy for the School of Business.