Internal market orientation, frontliners' organizational commitment and customer-oriented behavior: A study of airport service in Vietnam

  • Thi Hong Phuong Nguyen
  • Nguyen Hau Le
  • Thi Tuyet Tran
  • Van Tuan Nguyen
Từ khóa: airport service, customer-oriented behavior, internal market orientation, organizational commitment

Tóm tắt

This research examines the three-component structure of the concept internal market orientation (IMO) and investigates its impact on frontliners’ organizational commitment (OC) and customer-oriented behavior (COB) in the context of airport service in Vietnam. Based on a sample of 294 frontliners working in various airports, SEM analysis reveals that IMO has a strong impact on OC. It also has direct and indirect impacts on COB. Moreover, the empirical result supports the component structure of IMO. It is, therefore, suggested that IMO is powerful to enhance both internal employee management and external marketing performance in the research context.

điểm /   đánh giá
Phát hành ngày
2020-12-12
In ra
8 (2) 2018
Chuyên mục
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