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The effect of some organizational culture components on frontliner’s commitment and customer-oriented behavior - a study of airport services in Vietnam

This research empirically investigates the impacts of three components of organizational culture (Decisiveness, Team orientation, Attention to detail) on service frontliners’ behaviors, represented by organizational commitment and customeroriented behavior (COB) in the airport services in Vietnam. It also estimates the effect of organizational commitment on COB of frontliners. | The effect of some organizational culture components on frontliner’s commitment and customer-oriented behavior - a study of airport services in Vietnam Tạp chí Phát triển Khoa học và Công nghệ, tập 20, số Q4-2017 95 The effect of some organizational culture components on frontliner’s commitment and customer-oriented behavior - a study of airport services in Vietnam Nguyễn Tiến Dũng, Lê Nguyễn Hậu, Trần Thị Tuyết, Nguyễn Văn Tuấn attitudes and behaviors of frontline employees Abstract–This research empirically investigates have received a lot of attention from researchers the impacts of three components of organizational culture (Decisiveness, Team orientation, Attention to and practitioners [2]. A key problem for managers detail) on service frontliners’ behaviors, represented is to ensure that their frontliners display by organizational commitment and customer- appropriate behaviors when they serve the oriented behavior (COB) in the airport services in customers. Generally speaking, service, which has Vietnam. It also estimates the effect of organizational been characterized as more personalized, flexible commitment on COB of frontliners. Based on the and receptive to individual customer demands [3], data collected from 310 frontliners working in requires employee’s commitment to customers. It several airports, the analyses reveal that two is therefore very important that frontliners have dimensions of organizational culture, “Attention on customer-oriented behavior which has been details” and “Team orientation”, have direct positive influence on COB while all three components have advocated to be a driver ofcustomer satisfaction positive influence on the employee’sorganizational [4]. As such, customer-oriented behavior (COB) is commitment which then leads to COB. Theoretical of great interest to researchers and practitioners. and managerial implications have been discussed The question is how to facilitate the