Airline Cabin Crew Members’ Ambidexterity as the Sustainable Attitude for Prosocial Passenger Service

Hyung-Min Choi and Daniel Kessler ()
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Hyung-Min Choi: Department of Foodservice Management, College of Hotel and Tourism, Youngsan University Haeundae Campus, Busan 48015, Republic of Korea
Daniel Kessler: International College, Dongseo University, Busan 47011, Republic of Korea

Sustainability, 2022, vol. 15, issue 1, 1-18

Abstract: The current study aims to explore the intrinsic and extrinsic motivators for cabin crew members’ ambidexterity and to investigate the influence of ambidexterity on prosocial service behavior. The authors employed PLS-SEM to examine the model, using 428 valid samples from cabin crew members, their pursers, and managers working for airlines in South Korea. The study found that challenge, empowerment, and learning goal orientation, among the four dimensions of the intrinsic motivators, have positive and significant influences on cabin crew members’ ambidexterity. The findings also demonstrate that only service climate, among the three extrinsic motivators studied, is associated with ambidexterity. Moreover, the findings reveal a strong relationship between cabin crew members’ ambidexterity and prosocial service behaviors. Based on the findings, the authors addressed theoretical and practical implications related to sustainability literature and the industry.

Keywords: individual ambidexterity; intrinsic motivation; extrinsic motivation; prosocial service behavior; airline cabin crew (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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