Impact of service innovation and performance of service dominant orientation in airline ecosystem

The fact that airline companies operating in a highly competitive environment can gain competitive advantage and grow steadily requires a correct and systematic view from the managerial point of view. When estimates of the number of air passengers in the world are examined, it is stated that today's number of passengers will increase by two times in 2035. This situation requires companies to re-examine their mindsets. This situation requires organizations to re-examine their mind sets. The aim of this study is to evaluate micro-level exchange between airlines, which are the main actors of airway ecosystem, and other actors (airports, passengers, technical support, travel agents etc.) and to reveal the relation between service dominant orientation and service innovation and performance variables. In the Service dominant logic literature, the service dominant orientation represents a set of strategic capabilities that are provided to the organization to create common value in service exchanges called "value network partners," such as customers, intermediaries, suppliers or employees. The data used in the study were obtained through questionnaires with actors in the ecosystem of the airline organization with the largest service network in Turkey. Likert scale was used for the measurement of the data. A structural equation model (SEM) was established for the test of the relationship between the service dominant and the service innovation and performance variables obtained. The ability of a company to provide better service and create valuable customer experiences will have critical importance in creating competitive advantage. The airline will be able to create common value through its ability to develop with other actors who take place in the airline ecosystem while conducting their activities. Analysis of the results of this study shows that the dominant direction has a positive effect on service innovation and performance. The unique value that the study provides to the literature is that the dominant direction of service is being tested for the first time on the airline ecosystem. From this point of view, different viewpoints can be developed with new variables to be added to the study.