An Examination of Customer Perception of Kenya Airways’ Crisis Communication Strategies

Abstract

This study examined customer perceptions of crisis communication strategies employed by Kenya Airways in response to customer service failures. As Kenya’s national carrier, Kenya Airways has faced repeated operational and service challenges that have raised concerns about its reputation, customer trust, and long-term brand loyalty. The key objectives of the study were to evaluate customer perceptions of Kenya Airways’ crisis communication, assess the effectiveness of communication across different channels, and examine the effect of these communication efforts on customer trust, brand reputation, and loyalty. The study was guided by Image Repair Theory (IRT), which highlights the strategies organizations adopt to repair reputational damage, and Situational Crisis Communication Theory (SCCT), which emphasizes aligning response strategies with the level of responsibility attributed to the organization. A mixed-methods research design was employed, combining quantitative data from structured questionnaires with qualitative insights from in-depth interviews. Descriptive statistics were generated using SPSS 28, while thematic analysis was applied to qualitative data to capture deeper perspectives from respondents. The findings revealed that Kenya Airways’ crisis communication was perceived as inconsistent and reactive, with customers reporting dissatisfaction regarding timeliness, clarity, and empathy in messaging. In-person communication emerged as the most critical and trusted channel for engagement, while other channels were viewed as less responsive. Ineffective crisis communication was found to weaken customer trust and negatively effect perceptions of brand reputation and loyalty. The study recommends that Kenya Airways adopt proactive and transparent crisis communication approaches, strengthen in-person and multi-channel engagement, and integrate empathy and accountability into customer relations. By institutionalizing structured crisis communication strategies informed by IRT and SCCT, Kenya Airways can rebuild trust, restore its reputation, and reinforce customer loyalty amid ongoing challenges