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

Author

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  • 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)

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.

Suggested Citation

  • Nguyen Thi Hong Phuong & Le Nguyen Hau & Tran Thi Tuyet & Nguyen Van Tuan, 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, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 65-78.
    • Handle: RePEc:bjw:econen:v:8:y:2018:i:1:p:65-78
    DOI: 10.46223/HCMCOUJS.econ.en.8.1.167.2018
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    References listed on IDEAS

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    1. Pimpakorn, Narumon & Patterson, Paul G., 2010. "Customer-oriented behaviour of front-line service employees: The need to be both willing and able," Australasian marketing journal, Elsevier, vol. 18(2), pages 57-65.
    2. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
    3. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    4. Buil, Isabel & Martínez, Eva & Matute, Jorge, 2016. "From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry," Tourism Management, Elsevier, vol. 57(C), pages 256-271.
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