Follower Satisfaction With Leader Communication on Institutional Action of Student Retention in Higher Education During the COVID-19 Pandemic

December 3, 2025

Follower Satisfaction With Leader Communication on Institutional Action of Student Retention in Higher Education During the COVID-19 Pandemic

Debra A. Baker | 2021

Abstract

This research explored the effects of internal organizational communication on institutional actions with student retention from top leaders in colleges and universities. This study looked at the perceptions of Christian university deans, chairpersons, and faculty on the United States’ west coast regarding the communication practices of their university president on student retention efforts, particularly during the COVID-19 global pandemic. Using a quantitative approach, this research used the Communication Satisfaction Questionnaire and found no significant difference between academic position, gender, or longevity with the institution and their satisfaction of the university president’s communication practices on student retention efforts. Significant findings did emerge identifying the importance of trust between university presidents and deans with the specific need to build trust with department chairs and faculty. Another significant finding included the value of university presidents adapting to emergencies by communicating to all levels of academic employees. A third significant finding was the importance of the president’s longevity at their current institution and the academic staff’s high level of satisfaction with their president’s communication practices. This study presents recommendations for university presidents as they navigate their communication practices when enhancing their leadership role within the organizational culture as supported through the leader–member exchange theory and student success theory. Given the reality of the COVID-19 pandemic’s effect on student enrollment and retention on higher education institutions, leaders must take notice of the importance of retaining students by paying attention to their actions of communication practices regarding student retention efforts with academic deans, chairpersons, and faculty.

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