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

• Main Authors: Nguyen Thi Hong Phuong, Le Nguyen Hau, Tran Thi Tuyet, Nguyen Van Tuan
• Format: Article
• Language: English
• Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2018-09-01
• Series: Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
• Subjects: airport service; customer-oriented behavior; internal market orientation; organizational commitment
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/167

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.