The Role of internal marketing on customer-oriented behavior promotion of hostlers by clarifying mediating role of emotional Behaviors (Case Study: International airlines hostesses)

Document Type : Original Article

Authors

1 Assistant Professor, In Management, Faculty of Administrative Sciences and Economic, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran

2 Associate Professor, In Business Management, Faculty of Literature and Humanities Sciences, Ilam University, Ilam, Iran

Abstract

The objective of the present study is to assess the effect of internal marketing on customer-oriented behavior with due consideration given to mediating role of emotional labor. This study is an applied research in terms of objective and a descriptive-correlational research in terms of data collection methodology. The data collected from questionnaires are analyzed by confirmatory factor analysis and structural equation modeling. The study population consists of International flight attendants of Mahan Iranian airline. Sample size is determined using Cochran’s formula and samples are selected via available sampling method. The raw data required for the study is collected through library and field methods. The results show that the value of needs, autonomy, deep acting and surface acting all have significant direct impacts on customer-oriented behavior; however, deep acting and surface both also play a mediating role in the relationship between autonomy and customer-oriented behavior, and deep acting is also a mediating factor for the relationship between customer-oriented behavior and value of needs. Also, value of needs shows no significant impact on deep acting.

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References

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History

  • Receive Date: 12 August 2021
  • Revise Date: 31 August 2021
  • Accept Date: 20 September 2022

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