STRATEGIC ORIENTATION AND PERFORMANCE OF AIRLINE COMPANIES IN KENYA
Keywords:
Strategic Orientation, Learning Orientation, Innovation Orientation, Performance of Airline CompaniesAbstract
Airline companies play a pivotal role in the economic development and connectivity of a country, particularly in Kenya, which is a major travel hub in East Africa. The performance of airline companies in Kenya faces several challenges. These challenges are compounded by a dynamic and competitive environment, which requires companies to adapt quickly to external factors. The general objective of the study was to determine the influence of strategic orientation on performance of airline companies in Kenya. Specifically, the study sought to establish the influence of innovation orientation on performance of airline companies in Kenya, and to evaluate the influence of learning orientation on performance of airline companies in Kenya. This study will be anchored on Dynamic Capabilities Theory and Social Learning Theory. This study used descriptive research design. This study focused on airline companies in Kenya. According to Kenya airports authority (2024) there are 8 domestic airline companies in Kenya. These domestic airline companies in Kenya include; Kenya Airways, Jambojet, Fly540, Safarilink, Skyward Express, Bluesky Aviation, Jetways Airlines and Renegade Air. This study targeted management employees working in these companies since they are in a better position to provide information on strategic orientation and organization performance. The unit of analysis was therefore 8 airline companies in Kenya while the unit of observation was 232 management employees working with the 8 airline companies in Kenya. The study used Krejcie and Morgan (1970) formula to arrive at the sample size. The study sample size was therefore 147 employees who were selected through use of simple random sampling technique. This study used a questionnaire to collect primary data. This study collected quantitative data. The quantitative data was coded then analyzed using Statistical Package for Social Sciences (SPSS) computer software version 28. Data analysis was done through descriptive and inferential statistics. Descriptive statistics was used to analyze the data in frequency distributions and percentages which was presented in tables and figures. Inferential statistics comprised of correlation and regression analysis. The study results were presented through use of tables and figures.
Key Words: Strategic Orientation, Learning Orientation, Innovation Orientation, Performance of Airline Companies
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