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How to create genuine happiness for flight attendants: Effects of internal marketing and work-family interface

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  • Tang, Au Due
  • Chang, Man-Ling
  • Wang, Tsu-Hui
  • Lai, Cheng-Hao

Abstract

Drawing on the combination of affective event theory and the job demands–resources model, this paper advances research on the link between organization-related predictors and individual-related outcomes through a psychological mechanism in the aviation industry. Specifically, this study makes a novel contribution as the first to quantitatively explore how internal marketing helps build happiness by changing flight attendants' work-family interface. Using a sample of 142 flight attendants working in airline companies based in Asian countries, our results indicate that communication, welfare systems, training, and management support are directly associated with happiness and indirectly associated with happiness via work-family facilitation. Communication, welfare systems, and management support can shape cabin crews' happiness via decreased work-family conflict. However, compensation is not found to influence flight attendants’ happiness. Practical implications and potential future research avenues also are discussed.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:jaitra:v:87:y:2020:i:c:s0969699719305915
    DOI: 10.1016/j.jairtraman.2020.101860
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    References listed on IDEAS

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    Cited by:

    1. Kumari, Pavitra & Aithal, Sreeramana, 2020. "Stress Inducing Factors and Relevant Strategies Deployed to Overcome Stress in the Aviation Industry Sector – A Systematic Literature Review and Further Research Agendas," MPRA Paper 104792, University Library of Munich, Germany.
    2. Aram Eslamlou & Osman M. Karatepe & Mehmet Mithat Uner, 2021. "Does Job Embeddedness Mediate the Effect of Resilience on Cabin Attendants’ Career Satisfaction and Creative Performance?," Sustainability, MDPI, vol. 13(9), pages 1-18, May.
    3. Man-Ling Chang & Au Due Tang & Cheng-Feng Cheng & Wen-Kuo Chen, 2023. "The bright side of environmental uncertainty for organizational learning: the moderating role of political skill," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 978-1007, July.
    4. Mansour, Sari & Faisal Azeem, Malik, 2024. "How do increased job demands resulting from rationalization of costs exhaust flight attendants and push them to leave? An international study," Journal of Air Transport Management, Elsevier, vol. 115(C).
    5. Zheng-Dong Li & Bei Zhang, 2023. "Family-friendly policy evolution: a bibliometric study," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.
    6. Khalid Zia & Hadi Noor Ul, 2021. "Measuring a Multifaceted Concept: A high Order Confirmatory Factor Analysis Towards Internal Marketing," Management & Marketing, Sciendo, vol. 16(3), pages 228-245, September.

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