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Spirituality and cultural values in the reported cognitions of female cabin attendants on Thai Airways

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  • Tungtakanpoung, Monrudee
  • Wyatt, Mark

Abstract

Using qualitative semi-structured interviews, we explore the cognitions of 16 female cabin attendants on Thai Airways. Findings reveal traditional Thai cultural values underpinned by Buddhist spirituality seem influential in shaping the way they think about their service work. These influences seem to help them engage in this sincerely, so that the emotional labour they provide in line with company policy relates more closely to ‘deep’ than ‘surface’ acting. This synergy between company policy, national culture and spirituality may shape the quality of the ‘Thai charm’ provided and enhance customer satisfaction.

Suggested Citation

  • Tungtakanpoung, Monrudee & Wyatt, Mark, 2013. "Spirituality and cultural values in the reported cognitions of female cabin attendants on Thai Airways," Journal of Air Transport Management, Elsevier, vol. 27(C), pages 15-19.
    • Handle: RePEc:eee:jaitra:v:27:y:2013:i:c:p:15-19
    DOI: 10.1016/j.jairtraman.2012.10.007
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    References listed on IDEAS

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    1. Yen, Jin-Ru & Hsu, Chiung-Chi & Yang, Hsuan & Ho, Hero, 2009. "An investigation of fatigue issues on different flight operations," Journal of Air Transport Management, Elsevier, vol. 15(5), pages 236-240.
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    Cited by:

    1. Hung-Sheng Lai & Hsin-Hui Hu & Zhang-Yu-Jing Chen, 2020. "The effects of culture shock on foreign employees in the service industry," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 361-385, September.
    2. Laura Siebeneck & Sudha Arlikatti & Simon Andrew, 2015. "Using provincial baseline indicators to model geographic variations of disaster resilience in Thailand," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 79(2), pages 955-975, November.

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