The Mediating Effect of Role Stressors on Market Orientation and Organizational Commitment

Abstract

Market orientation, role stressors, and organizational commitment were investigated using a convenience sample of 386 employees of Taiwanese airlines. A questionnaire and structural equation model were used to confirm the hypotheses and provide evidence of reliability and validity is provided. The test results revealed the influence of customer orientation, competitor orientation, and interfunctional coordination on role ambiguity and role conflict along with organizational commitment. Role ambiguity and role conflict were found to have negative relationships with organizational commitment and be negative mediators between customer orientation and organizational commitment. These findings give a new perspective on organizational commitment, and provide airline companies with insights into ways to decrease the role stressors of airline employees and increase their market orientation.