Investigating the Role of Human Capital and Dynamic Marketing Capabilities on Creating a Competitive Advantage in Airlines Active in the Country's Aviation Industry

The purpose of this study is to investigate the role of human capital and dynamic marketing capabilities on competitive advantage in in airlines active in the country's aviation industry. this research as an applied research in terms of research purpose and as a descriptive-survey research of correlational type and structural equations based on the method of data collection. The statistical population in this study is 400 managers, deputies and some administrative staff of airlines active in the country's aviation industry. The sample size in this study was 196 using Cochran's formula. The sampling method in this research is cluster sampling. The tool of this research is a questionnaire and for the validity of the research, the prepared questionnaire is provided to the subject experts, including respected professors and advisors, and after applying their opinions and their final approval in terms of appearance of the questionnaire, the final questionnaire was used as a basis. For reliability, Cronbach's alpha coefficient was used and also the total reliability of the questionnaire was "0.806", which indicates the high reliability of the research questionnaire. Data analysis Structural equation analysis and covariance, covariance were calculated to determine the difference and data analysis with structural equations and PLS Smart software. In this study, 7 hypotheses were analyzed and all hypotheses were confirmed.