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

Authors

  • Nguyen Thi Hong Phuong
    Lien Khuong Airport – Lam Dong, Viet Nam
  • Le Nguyen Hau
    Ho Chi Minh City University of Technology, Vietnam National University HCMC, Viet Nam
  • Tran Thi Tuyet
    Ho Chi Minh City University of Technology, Vietnam National University HCMC, Viet Nam
  • Nguyen Van Tuan
    Ho Chi Minh City University of Technology, Vietnam National University HCMC, Viet Nam

DOI:

10.46223/HCMCOUJS.econ.en.8.1.167.2018

Keywords:

airport service; customer-oriented behavior; internal market orientation; organizational commitment

Abstract

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.

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References

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Received: 14-04-2020
Accepted: 14-04-2020
Published: 20-09-2018

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How to Cite

Phuong, N. T. H., Hau, L. N., Tuyet, T. T., & Tuan, N. V. (2018). Internal market orientation, frontliners’ organizational commitment and customer-oriented behavior: A study of airport service in Vietnam. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 8(1), 65–78. https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.167.2018

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Copyright (c) 2018 Nguyen Thi Hong Phuong; Le Nguyen Hau; Tran Thi Tuyet; Nguyen Van Tuan

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.