The evaluation of S-D orientation on service innovation and performance of airline

The aim of the study is to reveal the relationship between S-D orientation and service innovation and performance variables. The empirical data were collected from airline passengers in Turkey through an online survey. PLS-SEM method was used to test the relationship between variables of the study. The results of the study exposure that there is a significant relationship between S-D orientation and service innovation. There is also a correlation between service innovation and firm performance. However, this does not apply to the relationship between S-D orientation and firm performance. The major results indicated that S-D orientation has a critical role in service innovation. As a result of the study, it can be concluded that service innovation is a key element that allows airline firms to achieve better performance and to become more service oriented. There were few studies examining the relationship between service innovation and S-D orientation. Therefore, this study would contribute to the understanding of S-D orientation, service innovation, and firm performance.