Operations Strategies and Firm Performance of Regional Airlines in Democratic Republic of Congo

Abstract

Competition in the modern world requires firms to adopt operations strategies that will ensure superior performance. Use of appropriate operation strategies could strengthen the ability of a business because it enhances efficiency of how responsibilities should be discharged to enable an organization meets its objectives. Operations strategies ensures that a specific organization has good operational plans that can be embraced to enable it to be competitively advantaged. Given the pertinent role operations strategies play in promoting firm performance, the study was thus undertaken to investigate the influence of operations strategies and firm performance of regional Airlines in the DRC. Specific objectives included to evaluate operations strategies used by Regional Airline companies in DRC and to determine the relationship between operations strategies and firm performance of regional airlines in DRC. Regarding methodology, the study adopted a cross-sectional research design. The population of the study was the six major Airlines (Congo Airways, CAA, Busy Bee Congo, Air Kasai, Air Katanga, and Africa One (Congo Kinshasa). The study targeted 10 employees of all the six airlines giving a population of 60 respondents. The sample design for this study was simple random sampling which was used to select 10 employees from each Airline. The questionnaire was used to collect data from the respondents. Data was analysed using descriptive and inferential (Linear Regression) statistics. The study found that operation strategies such as ticketing operations, customer service, equipment status, safety and compliance, and adherence to flight schedules had a positive relationship with performance of Airlines. On operations strategies, the study concludes that despite that the Airlines had various operation strategies in place, both management and other staff did not fully participate in the operation strategies’ formulation. The study concluded that, most Airlines offered favorable tickets prices through direct sale and also via travel agencies. Concerning customer service, it was concluded that most Airlines used unique services to meet customer needs and expectations. On equipment status, safety, and compliance, the research concluded that, most Airlines did not buy new Aircraft regularly. Regarding schedule adherence, it is concluded that, Airlines flight schedules were convenient and that, the cancellation or rescheduling of flights occurred rarely. In regard to firm performance, the results show that, the airlines ensured services were delivered on time and customers’ complains were timely addressed to improve their satisfaction levels. The study recommends that, so as to leverage the effective operations strategies’ benefits, staff should be empowered through training, education, induction to improve the implementation of operations strategies and consequently the overall firm performance. Further, it recommends that, the Airlines should frequently review their operations strategies to enable them remain relevant in the ever-competitive service market. Further, timely review and assessment of business environment will help the Airlines to monitor and evaluate their competitors’ actions to ensure they timely introduce appropriate strategies to improve performance