STRATEGY IMPLEMENTATION PRACTICES AND PERFORMANCE OF KENYA AIRWAYS

Purity Makena Mati, Dr. Samuel Njuguna, Lorna Kerubo Nyamwaro

Abstract


Kenya Airways has faced losses for three years in a row from 2016 to 2019. The loss was experienced despite the increase in income. The decline in performance can be associated with inadequacies in their strategy implementation practices, which are important for the realization of their goals. This study sought to establish the impact of strategy implementation practices on the performance of Kenya Airways. The study specifically sought to establish the effect of stakeholder consultation on the performance of Kenya Airways and to analyze the effect of monitoring and control strategies on the performance of Kenya Airways. The study was guided by the following theories: Resource-Based View and Higgins 8-S Strategy Implementation Framework. The study used a descriptive survey research design. The study targeted 128 management-level employees at Kenya Airways. The study used Krejcie and Morgan (1970) formula to arrive at the sample size. The study sample size was 97 employees. The study used questionnaires as the tool for data collection. The questionnaire was self-administered using the drop-and-pick-up later technique. The questionnaire was piloted to a group of 9 managers who were excluded from the actual study. SPSS (version 22) was applied in analyzing quantitative data where descriptive statistics were computed and presentations done in percentages, means, SD, and frequencies. Displaying of the information was done in tables and figures. Pearson R correlation was used to measure the strength and the direction of the linear relationship between variables. Multiple regression models were fitted to establish the impact of strategy implementation practices on the performance of Kenya Airways. The study concludes that stakeholder consultation has a significant effect on the performance of Kenya Airways, and it also concludes that monitoring and control strategies have a significant effect on the performance of Kenya Airways. This study recommends that the management of Kenya Airways should ensure the adopted measures of staff performance are effectively implemented to enhance organizational performance.

Key Words: Strategy Implementation practices, Stakeholder Consultation and Monitoring and Control Strategies


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