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The influence of internal marketing by airlines on customer-oriented behavior: A test of the mediating effect of emotional labor

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  • Fu, Yan-Kai

Abstract

Most studies on internal marketing and customer-oriented behavior have not examined the correlation of these factors with emotional labor, and there are even fewer papers focusing on this subject with respect to airlines in particular. Thus, this study is to include flight attendants' emotional labor in the model and test its mediating effect between internal marketing and customer-oriented behavior. This study treats two measures of internal marketing as antecedent variables and treats surface acting and deep acting in emotional labor as mediators to construct a model of customer-oriented behavior. A survey of flight attendants from six airlines was conducted, and the research validated the model by SEM, demonstrating that internal marketing significantly and positively influences customer-oriented behavior. In the analysis of the mediating effects of emotional labor, surface acting and deep acting show a partially significant mediating effect on the “relationship between value of needs and customer-oriented behavior†. However, surface acting and deep acting show a more significant mediating effect on the “relationship between authorized autonomy and customer-oriented behavior†. Finally, this study proposes managerial implications and suggestions for future research.

Suggested Citation

  • Fu, Yan-Kai, 2013. "The influence of internal marketing by airlines on customer-oriented behavior: A test of the mediating effect of emotional labor," Journal of Air Transport Management, Elsevier, vol. 32(C), pages 49-57.
    • Handle: RePEc:eee:jaitra:v:32:y:2013:i:c:p:49-57
    DOI: 10.1016/j.jairtraman.2013.06.014
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    References listed on IDEAS

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    1. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
    2. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    3. Chen, Ching-Fu & Kao, Ya-Ling, 2011. "The antecedents and consequences of job stress of flight attendants – Evidence from Taiwan," Journal of Air Transport Management, Elsevier, vol. 17(4), pages 253-255.
    4. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    5. Ng, Siew Imm & Sambasivan, Murali & Zubaidah, Siti, 2011. "Antecedents and outcomes of flight attendants’ job satisfaction," Journal of Air Transport Management, Elsevier, vol. 17(5), pages 309-313.
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    Cited by:

    1. Ilkhanizadeh, Shiva & Karatepe, Osman M., 2017. "An examination of the consequences of corporate social responsibility in the airline industry: Work engagement, career satisfaction, and voice behavior," Journal of Air Transport Management, Elsevier, vol. 59(C), pages 8-17.
    2. Vatankhah, Sanaz & Darvishi, Maryam, 2018. "An empirical investigation of antecedent and consequences of internal brand equity: Evidence from the airline industry," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 49-58.
    3. Karatepe, Osman M. & Choubtarash, Homa, 2014. "The effects of perceived crowding, emotional dissonance, and emotional exhaustion on critical job outcomes: A study of ground staff in the airline industry," Journal of Air Transport Management, Elsevier, vol. 40(C), pages 182-191.
    4. Tang, Au Due & Chang, Man-Ling & Wang, Tsu-Hui & Lai, Cheng-Hao, 2020. "How to create genuine happiness for flight attendants: Effects of internal marketing and work-family interface," Journal of Air Transport Management, Elsevier, vol. 87(C).
    5. Karatepe, Osman M. & Talebzadeh, Niusha, 2016. "An empirical investigation of psychological capital among flight attendants," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 193-202.

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