INFLUENCE OF CREATIVITY ON PERFORMANCE OF KENYAN OWNED AIRLINE ENTERPRISES
Abstract
Purpose of Study: This research aimed to investigate the influence of creativity on the performance of Kenyan-owned airlines, focusing on how entrepreneurial mindset and innovation impact business success within the industry.
Statement of Problem: The performance of Kenyan-owned airlines is influenced by various factors, with creativity being a key driver of success. This study seeks to understand the role of creativity in improving operational efficiency, customer loyalty, and overall business performance in the Kenyan airline industry.
Methodology: The study adopted a positivist research philosophy and utilized an exploratory research design. A descriptive survey design was employed, targeting 47 licensed Kenyan-owned airlines, from which a sample of 42 firms was selected through simple random sampling. The sample consisted of 32 passenger airlines and 10 cargo carriers. Data were collected from two respondents in each airline—chief executive officers and senior-level managers—resulting in a total sample size of 84. Structured questionnaires were used for primary data collection, and both descriptive and inferential statistics were applied. A regression model was employed to analyze the relationship between creativity (independent variable) and performance (dependent variable).
Result: The study found a significant positive relationship between creativity and the performance of Kenyan-owned airlines (R = 0.556). The coefficient of determination (R² = 0.309) indicates that creativity accounts for 30.9% of the variation in airline performance. The findings suggest that creative practices, such as innovation in service delivery and strategic market positioning, contribute substantially to business success in the industry.
Conclusion: The study concludes that creativity is a critical factor influencing the performance of Kenyan-owned airlines.
Recommendation: The study recommends that airline leaders foster a culture of creativity and innovation within their organizations.
Keywords: Creativity, performance, Kenyan owned airlines
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