Student protests and the brand image of a university of technology

Abstract

Over the past several years, student protest action has become an annual occurrence at the Durban University of Technology (DUT), located in Durban, KwaZulu-Natal. Unmet student demands related to registration fees; the National Student Financial Aid Scheme; accommodation; and book allowances, have led to the protests turning violent, which resulted in injuries to staff members and students and the destruction of property. These actions clearly have the potential to damage the university's brand and the students' views and opinions about the institution. As such, this study investigated the effects of student protests on the brand image of the institution. A quantitative approach using a descriptive research design was adopted. The study administered a questionnaire to 402 students across the faculties of Management Sciences, Engineering and the Built Environment, Applied Sciences, Accounting and Informatics and Health Sciences at DUT. The participation in this study was entirely voluntary and participants were assured of confidentiality and their anonymity. The data was captured using the SPPS software. Descriptive analysis was conducted to analyse the survey responses. Cronbach’s Alpha test was used to calculate the reliability of the questionnaire. This study found that the student protest disrupts learning at DUT and affects the daily operations, such as the academic calendar being amended, delay in graduation and threat of non-completion of the syllabus. Significantly, it was established that the protest has a negative impact on the image of DUT, forcing students to deregister from courses due to the unsafe environment. This study recommends further research be conducted via a comparative analysis with other universities to ascertain the rate that other institutions are affected by student protests and the impact it has on their brand image. The results achieved from the statements on the brand image of DUT suggest that society believes that student protest negatively impacts on the brand of the university. Expanded research on other universities will broaden the knowledge based on this topic and provide insight and suggestions for other universities to cope with student protests. Further research at other universities may help understanding the impact and the importance of protest action on the brand image and reputation of universities.