How to create genuine happiness for flight attendants: Effects of internal marketing and work-family interface. (August 2020)

• Record Type: Journal Article
• Authors: Tang, Au Due; Chang, Man-Ling; Wang, Tsu-Hui; Lai, Cheng-Hao
• Is Part Of: Journal of air transport management. Volume 87(2020)
• Publication Date: 2020-08
• Subjects: Internal marketing -- Work–family conflict -- Work–family facilitation -- Happiness -- Flight attendant; Airlines -- Management -- Periodicals; Aeronautics, Commercial -- Management -- Periodicals; 387.7068
• DOI: 10.1016/j.jairtraman.2020.101860
• Languages: English
• ISSNs: 0969-6997

Abstract

Abstract: Drawing on the combination of affective event theory and the job demands–resources model, this paper advances research on the link between organization-related predictors and individual-related outcomes through a psychological mechanism in the aviation industry. Specifically, this study makes a novel contribution as the first to quantitatively explore how internal marketing helps build happiness by changing flight attendants' work-family interface. Using a sample of 142 flight attendants working in airline companies based in Asian countries, our results indicate that communication, welfare systems, training, and management support are directly associated with happiness and indirectly associated with happiness via work-family facilitation. Communication, welfare systems, and management support can shape cabin crews' happiness via decreased work-family conflict. However, compensation is not found to influence flight attendants' happiness. Practical implications and potential future research avenues also are discussed. Highlights: Non-financial internal marketing activities are important for shaping happiness. Compensation is not effective in increasing flight attendants' happiness and reducing their WFC. An empirical study that links internal marketing and happiness in aviation industry. WFF, rather WFC, depends more on internal marketing activities in the processes of creating happiness.