Output Traceability and Performance of Horticultural Firms in Kenya

Purpose: This study therefore sought to examine the effect of output traceability on performance of Horticultural Firms in Kenya. The study was anchored on the theory of constraints. Methodology: This study adopted a cross-sectional survey research design. The target population was 3,290 heads procurement, quality assurance, production, information and communication technology as well as marketing departments from 658 registered Horticultural firms in Kenya. The sample size was determined using Slovin's Formula and stratified random sampling in the selection of 355 respondents from the target population. The study used both primary as well as secondary data. Secondary data was collection from the annual reports of different horticultural firms in Kenya. Primary data was obtained using semi-structured questionnaires. A pilot test was conducted to assess the validity and reliability of the research instrument. The semi-structured questionnaires generated qualitative and quantitative data. Thematic analysis was used to analyse qualitative data and the results will be presented in a prose form. Descriptive as well as inferential statistics were used in analysing quantitative data with the help of SPSS version 28.0 statistical software. Descriptive statistics comprised of frequency distribution, percentages, standard deviation and mean. Inferential statistics included correlation analysis and linear regression analysis. Findings: The study that output traceability positively and significantly affects the performance of horticultural firms in Kenya. Horticultural firms should ensure timely responses to feedback to strengthen customer relationships and build loyalty. In addition, horticultural firms should prioritize on the delivery of superior quality products or services to reinforce the firm’s reputation and competitiveness in the market, thus driving growth and customer satisfaction. Unique Contribution to Theory, Policy and Practice: This study extends the theory of constraints to traceability practices in the horticultural sector, offering valuable insights for enhancing firm performance. It also provides actionable recommendations for horticultural firms and policymakers to adopt traceability systems, improving efficiency, competitiveness, and growth.