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8 (1) 2018

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


Author - Affiliation:
Nguyen Thi Hong Phuong - Lien Khuong Airport – Lam Dong , Vietnam
Le Nguyen Hau - Ho Chi Minh City University of Technology, Vietnam National University HCMC , Vietnam
Tran Thi Tuyet - Ho Chi Minh City University of Technology, Vietnam National University HCMC , Vietnam
Nguyen Van Tuan - Ho Chi Minh City University of Technology, Vietnam National University HCMC , Vietnam
Corresponding author: Le Nguyen Hau - lnhau@hcmut.edu.vn

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.

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

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.167.2018
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