| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 96 === The primary purpose of this research is to explore the relationships among frontline employees’internal marketing perception, customer-oriented attitude, and customer-oriented behavior. Specifically, this study accomplished three study objectives. First of all, this study clarified the relationship between internal marketing and customer orientation. Second, this study emphasized the antecedent role of customer-oriented attitudes. Finally, the author also examined the possible moderating role of behavior-based control mechanism. After reviewing the literature, the author proposed several hypotheses.
The author conducted a survey taking China airlines as example. The convenience sampling is applied on the flight or stand-by rooms of China airlines for the Taipei home-based cabin attendants. Frontline cabin attendants (CA) were surveyed. This study collected 250 valid samples. The author conducted hierarchical multiple regression to test proposed hypotheses. The results indicate that CAs’ internal marketing perception affects customer-oriented attitude, and in turn reflects on customer-oriented behavior. Moreover, behavioral control mechanisms moderate the relationship between customer-oriented attitude and customer-oriented behavior. Both activity-based control and capability-based control could enhance the effects of CAs’ customer-oriented attitude on customer-oriented behavior. However, they work in different ways. By imposing high-leveled activity control, flight attendants with low customer-oriented attitude may display higher customer-oriented behavior, comparing with their low-leveled activity control counterpart. Interestingly, imposing high-leveled capability control will cause two contradictory effects. Flight attendants with high customer-oriented attitude will display even higher customer-oriented behavior, but flight attendants with low customer-oriented attitude will display even lower customer-oriented behavior.
Based on the research findings, this study also supplied implications to the academic field and the practitioners.
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