The Effects of Organizational Commitment of Flight Attendants on Customer Orientation

The purpose of this study was to investigate the relationship between Organizational Commitment and Customer Orientation of flight attendants. The self-Communication method was adopted to collect the data in August, 2016. A total of 200 questionnaires were completed but 182 data were statistically analyzed by utilizing SPSS Version 18.0 and Amos Version 18.0 statistics. Factor and Confirmatory Factor Analysis were conducted. Path Analysis were followed to verify the relationship between independent and dependent variables. It was found as follows: First, Organizational Commitment is consisted with Affective Commitment, Normative Commitment and Continuance Commitment. Also Customer Orientation is consisted with Voluntary Customer Orientation, and Business Customer Orientation. Secondly, regarding the relationship between Organizational Commitment and Voluntary Customer Orientation, both Affective Commitment and Normative Commitment positively affect Voluntary Customer Orientation. However Continuance Commitment negatively affect Business Customer Orientation. Thirdly, regarding the relationship between Organizational Commitment and Business Customer Orientation, only Affective Commitment positively affect Business Customer Orientation. Based on those results, the contribution, limitation, and some of recommendation for the future research have been suggested.