Abstract
This study investigated the relationship between sustainable human resource management (HRM) practices, employee satisfaction, and customer orientation of frontline employees (FLEs) in the hotel industry from the perspective of internal marketing. Specifically, the study focused on three facets of sustainable HRM practices (i.e., training, reward, and benefit) as well as organizational empowerment and communication as FLE-supportive contexts. Although some studies have examined the relationship between HRM practices and customer orientation, they overlooked the importance of service context in facilitating FLE customer orientation. Thus, this study developed a comprehensive framework based on social exchange theory and self-determination theory. The results show that all three facets of the sustainable HRM practices were positively related to FLEs’ satisfaction. FLEs’ satisfaction was also positively related to their customer orientation. Furthermore, both organizational empowerment and communication moderated the relationship between FLEs’ satisfaction and customer orientation, which showed a positive relationship only when FLEs perceived high organizational empowerment or communication. The research findings provide beneficial theoretical and practical implications.
Highlights
From the perspective of internal marketing, we considered human resource management (HRM) practices as the most influential antecedents for employee satisfaction
The present study examined the relationship between sustainable HRM practices and
We focused on the mediating role of employee satisfaction, as a psychological mechanism, and the moderating roles of organizational empowerment and organizational communication as frontline employees (FLEs)-supportive contexts
Summary
According to the Korea Tourism Organization (KTO), the number of foreign tourists in South Korea has doubled since 2010 to about 17 million in 2019. The prices and facilities of a hotel are important, it is customers’ feelings and experiences for the FLEs that induce customers to revisit and pass on favorable reviews through word of mouth. That is, they serve as the face of the hotel in the eyes of the guests. FLEs are valuable resources who build new customers and maintain extant customers by providing deep satisfaction for them through service experiences [3]
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