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Importance of Organizational Commitment, Job Motivation and Front Liners Self Efficacy Towards the Marketability of Hotel Industry in Kuala Lumpur Malaysia

Author

Listed:
  • Nor Azila Mohd Noor

    (Northern University of Malaysia, Malaysia)

  • Azilah Kasim

    (Northern University of Malaysia, Malaysia)

  • Cezar Scarlat

    (University “Politehnica” of Bucharest, Romania)

  • Azli Muhamad

    (Politechnic of Tuanku Syed Sirajuddin, Arau Perlis, Malaysia)

Abstract

In most parts of the world, the hotel industry has become one of the prominent players that contribute substantially to a nation’s economic growth and employment. As other service industry, hoteliers are highly relying on their contact employees known as front liners to deliver services to the customers. Therefore, the attitudes and behaviours of front liners can influence customers’ perceptions of the service given by the hotel. In the context of hotel industry in particular, one way to improve the quality of services is through prompt and courteous service quality given by the front liners– i.e. by customer-orientation behaviour. Customer-orientation behaviour, which refers to an employee’s tendency or predisposition to meet guest’s need in the job context, has become a prime variable of interest for organizations wishing to market their products. Therefore, customer orientation behaviour has been aggressively promoted by hotelier to enhance customer satisfaction. However, previous researches on this subject has stressed the need for a better understanding of the process customer orientation behaviour and its influencing factors. This paper investigates the influence of three personal factors on customer-orientation behaviour: organizational commitment, self-efficacy, job motivation. Hypothesized relationships are tested using survey responses from a sample of 148 hotel front liners in Malaysia. Results revealed positive relationships between each of the three factors and customer-orientation behaviour. Results are compared with earlier findings, and implications for future research are discussed.

Suggested Citation

  • Nor Azila Mohd Noor & Azilah Kasim & Cezar Scarlat & Azli Muhamad, 2010. "Importance of Organizational Commitment, Job Motivation and Front Liners Self Efficacy Towards the Marketability of Hotel Industry in Kuala Lumpur Malaysia," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 3(1-2), pages 64-72.
    • Handle: RePEc:prp:jattij:v:3:y:2011:i:1-2:p:64-72
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    References listed on IDEAS

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    1. Stock, Ruth & Hoyer, Wayne, 2002. "Leadership Style as Driver of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35558, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    2. Levy, Michael & Sharma, Arun, 1994. "Adaptive selling: The role of gender, age, sales experience, and education," Journal of Business Research, Elsevier, vol. 31(1), pages 39-47, September.
    3. Stock, Ruth & Hoyer, Wayne, 2002. "Leadership Style as Driver of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60494, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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