The Influence of the Perceived Customer Orientation of Service Employee on True Loyalty of Service Employees of Low-cost Airline Business in Thailand
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Published:
Apr 27, 2020
Keywords:
True Loyalty, Customer Orientation, Service Employee, Low-cost Airlines
Main Article Content
Abstract
This study investigated the influence of customer orientation of low-cost airlines’ service employee (C.O.S.E.) at the firm level (cultivated by the airline) and the individual level on true loyalty. Factors affecting the C.O.S.E. at both levels were also examined. The questionnaire was used to collect data from 373 service employees of 3 major Thai low-cost airlines. This study applied MANOVA to test the hypotheses. The result showed that service employees, from different airlines and those who had different types of employment, duration of employment, and ranges of income, had different degrees of perception toward the firm-level C.O.S.E. Also, service employees, from different airlines and those who had different ages, duration of employment, and ranges of income, had different degrees of perception toward the individual-level C.O.S.E. Multiple Regression Analysis was also used to test the hypotheses. The results revealed that both levels of C.O.S.E. positively influenced true loyalty of service employees (p < .01).
The results also showed that organizational socialization (organizational commitment,
the climate for service, and motivational direction) positively influenced the firm-level C.O.S.E. These factors also influenced employees’ behaviors in person-to-person interaction of positively (p < .01). The dimensions of person-to-person interaction namely motivation to serve, social skill, and technical skill positively affected the individual-level C.O.S.E. (p < .01). Also, basic personality traits namely the need for activity, agreeability, and conscientiousness, positively influenced the individual-level C.O.S.E. However, openness for experience negatively influenced the individual-level C.O.S.E. (p < .01).
Article Details
How to Cite
Suwannakul, E. . ., & Vongsaroj, R. . . (2020). The Influence of the Perceived Customer Orientation of Service Employee on True Loyalty of Service Employees of Low-cost Airline Business in Thailand. Dusit Thani College Journal, 14(1), 283–301. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241410
Section
Research Article
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33. Siddiqi, M. A., & Sahaf, M. A. (2009). Customer Orientation of Service Employees and Organizational Performance: Empirical Evidence from Indian Banking. Decision (0304-0941), 36(2).
34. Teng, C.-C., & Barrows, C. W. (2009). Service Orientation: Antecedents, Outcomes, and Implications for Hospitality Research and Practice. The Service Industries Journal, 29(10), 1413 - 1435.
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2. Asia Aviation. (2016). Annual Report 2015. Retrieved June 07, 2016 from http://aav.listedcompany.com/misc/AR/20160404-aav-ar2015-en.pdf
3. Association of Asia Pacific Airlines. (2016). Asia Pacific Airlines Traffic Results – May 2016 Retrieved June 28, 2016 from http://www.aapairlines.org/resource_centre/AAPA_
PR_Issue09_MayTrafficResults_28Jun16.pdf
4. Baron, S., Conway, T., & Warnaby, G. (2010). Relationship Marketing: A Consumer Experience Approach: Sage Publications.
5. Barroso Castro, C., Martín Armario, E., & Martín Ruiz, D. (2004). The influence of employee organizational citizenship behavior on customer loyalty. International Journal of Service Industry Management, 15(1), 27 - 53.
6. Boey, T., Ekiz, E., & Kamarulzaman, Y. (2012). Factors determining choice of full service airlines and low cost carriers: the case of Malaysia. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 1(2), 179 - 194.
7. Brady, M. K., & Cronin, J. J. (2001). Customer Orientation Efects on Customer Service Perceptions and Outcome bBehaviors. Journal of Service Research, 3(3), 241 - 251.
8. Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The Customer Orientation of Service Workers: Personality Trait Effects on Self-and Supervisor Performance ratings. Journal of Marketing Research, 39(1), 110 - 119.
9. Buaphiban, T. (2015). Determination of Factors That Influence Passengers’ Airline Selection: A Study of Low Cost Carriers in Thailand. (Doctor of Philosophy in Aviation),
Embry-Riddle Aeronautical University.
10. Daniel, K., & Darby, D. N. (1997). A Dual Perspective of Customer Orientation: A Modification, Extension and Application of the SOCO Scale. International Journal of Service Industry Management, 8(2), 131 - 147.
11. Doganis, R. (2010). Flying Off Course: Airline Economics and Marketing (4th ed.). New York Routledge.
12. Donavan, D. T., Brown, T. J., & Mowen, J. C. (2004). Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors. Journal of Marketing, 68(1), 128 - 146.
13. Eskildsen, J. K., & Nussler, M. L. (2000). The Managerial Drivers of Employee Satisfaction and Loyalty. Total Quality Management, 11(4-6), 581 - 588.
14. George, J. M., & Zhou, J. (2001). When Openness to Experience and Conscientiousness are Related to Creative Behavior: An Interactional Approach. Journal of Applied Psychology, 86(3), 513.
15. Gil Saura, I., Berenguer Contrí, G., Cervera Taulet, A., & Moliner Velázquez, B. (2005). Relationships Among Customer Orientation, Service Orientation and Job Satisfaction in Financial Services. International Journal of Service Industry Management, 16(5), 497 - 525.
16. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis :A Global Perspective (7th ed.). Upper Saddle River, NJ: Upper Saddle River, NJ : Prentice Hall.
17. Hennig-Thurau, T. (2004). Customer Orientation of Service Employees: Its Impact on Customer Satisfaction, Commitment, and Retention. International Journal of Service Industry Management, 15(5), 460 - 478.
18. Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1997). The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value. New York: New York : Free Press.
19. IATA. (2011). Vision 2050 – Shaping Aviation’s Future. Retrieved June 30, 2016 from http://www.iata.org/pressroom/facts_figures/Documents/vision-2050.pdf
20. Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27 - 36.
21. Kim, W., & Ok, C. (2010). Customer Orientation of Service Employees and Rapport: Influences on Service-Outcome Variables in Full-Service Restaurants. Journal of Hospitality & Tourism Research, 34(1), 34 - 55.
22. Lawton, T. C. (2003). Managing Proactively in Turbulent Times: Insights From the Low-Fare Airline Business. Irish Journal of Management, 24(1), 173.
23. Lin, H.-F., & Huang, Y.-W. (2015). Factors Affecting Passenger Choice of Low cost Carriers: An Analytic Network Process Approach. Tourism Management Perspectives, 16, 1 - 10.
24. Macintosh, G. (2007). Customer Orientation, Relationship Quality, andRelational Benefits to the Firm. Journal of Services Marketing, 21(3), 150 - 159.
25. Moorman, R. H., & Blakely, G. L. (1995). Individualism‐Collectivism As an Individual Difference Predictor of Organizational Citizenship Behavior. Journal of Organizational Behavior, 16(2), 127 - 142.
26. Niehoff, B. P., Moorman, R. H., Blakely, G., & Fuller, J. (2001). The Influence of Empowerment and Job Enrichment on Employee Loyalty in a Downsizing Environment. Group & Organization Management, 26(1), 93 - 113.
27. Nok Air. (2016). Annual Report 2015. Retrieved June 07, 2016 from http://nok.listedcompany.com/misc/AR/20160404-nok-ar2015.pdf
28. Pettijohn, C. E., Pettijohn, L. S., & Taylor, A. J. (2002). The Influence of Salesperson Skill, Motivation, andTraining on the Practice of Customer‐Oriented Selling. Psychology & Marketing, 19(9), 743 - 757.
29. Reichheld, F., & Sasser, W. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105.
30. Schlesinger, L. A., & Heskett, J. L. (1994). Breaking the Cycle of Failure in Services. Cambridge.
31. Schlumberger, C. E., & Weisskopf, N. (2014). Ready for Takeoff?: The Potential for Low-cost Carriers in Developing Countries: World Bank Publications.
32. Schneider, B., White, S. S., & Paul, M. C. (1998). Linking Service Climate and Customer Perceptions of Service Quality: Tests of a Causal Model. Journal of Applied Psychology, 83(2), 150.
33. Siddiqi, M. A., & Sahaf, M. A. (2009). Customer Orientation of Service Employees and Organizational Performance: Empirical Evidence from Indian Banking. Decision (0304-0941), 36(2).
34. Teng, C.-C., & Barrows, C. W. (2009). Service Orientation: Antecedents, Outcomes, and Implications for Hospitality Research and Practice. The Service Industries Journal, 29(10), 1413 - 1435.
35. Wirtz, J., & Lovelock, C. H. (2018). Essentials of Services Marketing (3rd ed.): Pearson Education.
36. Yee, R. W., Yeung, A. C., & Cheng, T. (2011). The Service-Profit Chain: An Empirical Analysis In High-Contact Service Industries. International Journal of Production Economics, 130(2), 236 - 245.
37. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus Across the Firm (5th ed.). Boston: Boston: McGraw-Hill Irwin.