It is commonly argued that, in order to meet increasing competition, public transport organizations and systems need to be market oriented. Even though the notion of market orientation has not been explicitly addressed in public transport research, studies relevant to market orientation have been conducted. The aim of this paper is to introduce the concept of market orientation into the field of public transport, to review previous research into market orientation in public transport research, and to suggest directions for future research. Market orientation is defined as the generation and dissemination of market intelligence by organizations, as well as responses to it. The review suggests that previous academic research has focused on intelligence generation by developing and using models for measuring travel behaviour, stated preferences, perceived customer quality, and satisfaction. Studies of responsiveness have mainly addressed the physical improvements made in public transport organizations, which is also the primary concern of the industry research accounted for. There has been less research into the dissemination of market intelligence, the drivers of market orientation, the relations between the elements, and the overall concept of market orientation in public transport. It is thus concluded that future public transport research needs to address these issues.
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