| dc.description.abstract | The airline industry is a key contributor to Kenya’s economic development and GDP growth.
However, it continues to face rapid transformations driven by technological advancements and
sustainability demands. This study assessed the impact of project implementation on the financial
performance of Kenya Airways (KQ), focusing on three strategic initiatives: the adoption of digital
solutions, enhancement of in-flight entertainment systems, and implementation of eco-friendly
practices. Additionally, the study examined the influence of external environmental factors on the
success of these projects. Using a mixed-methods explanatory research design, both qualitative and
quantitative data were collected from a census sample of 40 employees and management staff through
semi-structured questionnaires and in-depth interviews. Data analysis was conducted using STATA,
with multiple regression employed to determine the relationship between project implementation
variables and financial performance. The findings revealed that none of the three project
implementation areas—digital solutions, in-flight entertainment, and eco-friendly practices—had a
statistically significant influence on the perceived improvement in KQ’s digital revenue. The overall
regression model was not statistically significant (F(5,34) = 0.99, p = 0.4361), with an R-squared value
of 0.1275, indicating that only 12.75% of the variance in financial performance could be explained by
the variables under study. Diagnostic tests confirmed the absence of heteroscedasticity and supported
the normality of residuals, thus validating the regression assumptions. These findings suggest that
while project implementation is central to KQ’s modernization agenda, its financial outcomes may be
affected by external variables or require a longer period to manifest. The study concludes that project
outcomes should be evaluated beyond immediate revenue gains, focusing instead on strategic goals
such as customer satisfaction and operational efficiency. The study provides theoretical and practical
insights for policymakers and stakeholders seeking to align project execution with sustainable
financial performance in the airline industry. | en_US |
