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Market orientation and business performance: An empirical investigation in the airline industry

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  • Martín-Consuegra, David
  • Esteban, Ã gueda

Abstract

As the airline industry has become more competitive, carriers have looked to improve performance and competitiveness. During the last decade, market-oriented corporate strategy has emerged as a significant antecedent of organizational performance and is presumed to contribute to long-term success. This study investigates potential influences of market orientation on airline performance. Data were collected by mail survey, and MARKOR was used to specify the dimensions of a market-orientated organization. The results support the positive influence of market orientation on business performance.

Suggested Citation

  • Martín-Consuegra, David & Esteban, à gueda, 2007. "Market orientation and business performance: An empirical investigation in the airline industry," Journal of Air Transport Management, Elsevier, vol. 13(6), pages 383-386.
    • Handle: RePEc:eee:jaitra:v:13:y:2007:i:6:p:383-386
    DOI: 10.1016/j.jairtraman.2007.08.001
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    References listed on IDEAS

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    1. Aksoy, Safak & Atilgan, Eda & Akinci, Serkan, 2003. "Airline services marketing by domestic and foreign firms: differences from the customers’ viewpoint," Journal of Air Transport Management, Elsevier, vol. 9(6), pages 343-351.
    2. Lin, Chien-Huang & Kao, Danny T. & Chuang, Shih-Chieh & Wu, Pei-Hsun, 2006. "The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry," Journal of Air Transport Management, Elsevier, vol. 12(4), pages 204-206.
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    Cited by:

    1. Ki-Han Song & Solsaem Choi, 2020. "A Study on the Behavioral Change of Passengers on Sustainable Air Transport after COVID-19," Sustainability, MDPI, vol. 12(21), pages 1-18, November.
    2. Patrik Jangl, 2015. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 153-170.
    3. Ariffin, Ahmad Azmi M. & Yahaya, Mohd Fahmi, 2013. "The relationship between airport image, national identity and passengers delight: A case study of the Malaysian low cost carrier terminal (LCCT)," Journal of Air Transport Management, Elsevier, vol. 31(C), pages 33-36.
    4. Jenatabadi, Hashem Salarzadeh & Ismail, Noor Azina, 2014. "Application of structural equation modelling for estimating airline performance," Journal of Air Transport Management, Elsevier, vol. 40(C), pages 25-33.

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