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)
Year published
2019
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Journal of Vacation Marketing
Subject
Marketing not elsewhere classified
Marketing
Tourism
Budget airline
Employee satisfaction
Internal marketing practice