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  • Extending understanding of the internal marketing practice and employee satisfaction relationship: A budget Chinese airline empirical examination

    Author(s)
    Huang, Yu-Ting
    Rundle-Thiele, Sharyn
    Chen, Yen-Heng
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2019
    Metadata
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    Abstract
    Enhanced internal marketing (IM) practice may deliver a competitive advantage for budget airline operators through increased employee satisfaction. This study examines the relationship between IM practice and employee satisfaction in a budget airline setting. A survey was administered to 252 flight attendants to investigate and analyse their perceptions of IM practice and current satisfaction with their employer. Data were analysed via structural equation modelling. The results indicate that IM practice impacted significantly on an employee’s satisfaction with the budget airline. The findings suggest IM practice can be used ...
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    Enhanced internal marketing (IM) practice may deliver a competitive advantage for budget airline operators through increased employee satisfaction. This study examines the relationship between IM practice and employee satisfaction in a budget airline setting. A survey was administered to 252 flight attendants to investigate and analyse their perceptions of IM practice and current satisfaction with their employer. Data were analysed via structural equation modelling. The results indicate that IM practice impacted significantly on an employee’s satisfaction with the budget airline. The findings suggest IM practice can be used by budget airline managers to deliver increased employee satisfaction, which in turn will enhance competitive advantage. Limitations and future research directions are outlined.
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    Journal Title
    Journal of Vacation Marketing
    DOI
    https://doi.org/10.1177/1356766718757270
    Subject
    Marketing not elsewhere classified
    Marketing
    Tourism
    Budget airline
    Employee satisfaction
    Internal marketing practice
    Publication URI
    http://hdl.handle.net/10072/381667
    Collection
    • Journal articles

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