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

Abstract

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. Based on the data collected from 310 frontliners working in several airports, the analyses reveal that two dimensions of organizational culture, “Attention on details” and “Team orientation”, have direct positive influence on COB while all three components have positive influence on the employee’sorganizational commitment which then leads to COB. Theoretical and managerial implications have been discussed accordingly.