Abstract
The purpose of this study is to investigate the influence of the market orientation of airlines on the innovation activities and business performance, to identify the factors of market orientation of airlines and to analyze the implications of these factors on innovation activities and management performance. First, it is analyzed that the market orientation of airlines has a significant effect on innovation activities. Among them, customer - oriented has a strong influence on service innovation and organizational innovation. Second, the market orientation of the airline has a significant effect on the management performance. Market orientation has a significant effect on financial performance, but not on non - financial performance. Third, it is analyzed that innovation activities of airline have a significant effect on business performance. It is analyzed that organizational innovation has a significant effect on both financial performance and non - financial performance among innovation activities. On the other hand, service innovation was not found to have any significant effect except for the effect on corporate image of non-financial performance. This study can be an important factor that can lead to superiority in the competition by improving the innovation activity and market performance through the study of the market orientation of the airline, the innovation activity and the management performance. The results of this study are as follows.
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