Corporate Image Building in the Service Sector: A Study of Passenger Knowledge and Perceptions of Kenya Airways

Abstract

The purpose of this study was to conduct an image audit on the Kenya Airways' passengers to determine what knowledge and image they have of the airline. The study aimed to determine the extent to which Kenya Airways' expressions or communication through its public relations department has helped shape this image. The study surveyed Kenya Airways passengers and Kenya Airways' management. A self-administered questionnaire was developed and used to collect data from the passengers and an-in-depth interview was conducted with Kenya Air- ways' Public Relations and Advertising Manager as a representative of Kenya Airways. A total of 342 questionnaires were returned and analyzed using the SPSS data analysis program. The study found that the overall image Kenya Airways' passengers held of the airline was positive. First-hand experiences with the airline emerged as most in- fluential on attitudes, while reports and recommendations by friends and acquain- tances also helped shape the image held. Advertising and publications though the most visible form of communication were not indicated as most influential on attitudes. The bulk of Kenya Airways passengers were from Africa although the airline seemed to have concentrated its image-building campaigns in Europe. Eu- ropeans were better informed about Kenya Airways than Africans. These findings imply that Kenya Airways needs to pay more attention to Africa to ensure this source of the majority of its passengers is well informed about the airline. Staff training to make sure all employees are able representatives of the airline could be beneficial, especially in ensuring positive first-hand experiences for the passengers.