Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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A Study for the Effect of Internal Marketing on Airport Employees' Customer-Oriented Attitude Considering Their Emotional Labor

공항상주직원의 감정노동에 대한 내부마케팅과 고객지향성에 대한 연구

  • 이인환 (한국항공대학교 경영학과) ;
  • 김기웅 (한국항공대학교 경영학과) ;
  • 박성식 (한국교통대학교 항공운항학과)
  • Received : 2015.04.24
  • Accepted : 2015.05.10
  • Published : 2015.06.30
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Abstract

Airport is not only a public facility but a place where multiple cultural and ethnic groups are visiting. It has been reported though several researches that the level of emotional labor is more heavier than any other job. The more complex our society become, the more frequently emotional labor has been focused. Emotional labor became recently the issue of integrated studies above. Considering the level of emotional labor of airport employees, this paper believes their emotional labor has not been focused compared to such as tourism and service industry. This paper tried to research empirically the impact of internal marketing on airport employees' customer-oriented attitude based on their emotional labor using SEM (Structural Equation Modeling). According to the SEM results, it was proven that 'Autonomy of Airport Employee', a latent variable of internal marketing has a significant negative effect on employees' outside emotion. The outside emotion has also a significant effect on their customer-oriented attitude. It could be concluded the effort to increase decision making authority of employees should be implemented to provide them with deeper customer oriented insight.

Keywords

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