Importance of Organizational Commitment, Job Motivation and Front Liners Self Efficacy Towards the Marketability of Hotel Industry in Kuala Lumpur Malaysia

Nor Azila Mohd Noor, Azilah Kasim, Cezar Scarlat and Azli Muhamad
Additional contact information
Nor Azila Mohd Noor: Northern University of Malaysia, Malaysia
Azilah Kasim: Northern University of Malaysia, Malaysia
Cezar Scarlat: University “Politehnica” of Bucharest, Romania
Azli Muhamad: Politechnic of Tuanku Syed Sirajuddin, Arau Perlis, Malaysia

Academica Turistica - Tourism and Innovation Journal, 2010, vol. 3, issue 1-2, 64-72

Abstract: In most parts of the world, the hotel industry has become one of the prominent players that contribute substantially to a nation’s economic growth and employment. As other service industry, hoteliers are highly relying on their contact employees known as front liners to deliver services to the customers. Therefore, the attitudes and behaviours of front liners can influence customers’ perceptions of the service given by the hotel. In the context of hotel industry in particular, one way to improve the quality of services is through prompt and courteous service quality given by the front liners– i.e. by customer-orientation behaviour. Customer-orientation behaviour, which refers to an employee’s tendency or predisposition to meet guest’s need in the job context, has become a prime variable of interest for organizations wishing to market their products. Therefore, customer orientation behaviour has been aggressively promoted by hotelier to enhance customer satisfaction. However, previous researches on this subject has stressed the need for a better understanding of the process customer orientation behaviour and its influencing factors. This paper investigates the influence of three personal factors on customer-orientation behaviour: organizational commitment, self-efficacy, job motivation. Hypothesized relationships are tested using survey responses from a sample of 148 hotel front liners in Malaysia. Results revealed positive relationships between each of the three factors and customer-orientation behaviour. Results are compared with earlier findings, and implications for future research are discussed.

Keywords: customer-orientation; organizational commitment; self efficacy; job motivation hotel industry; Malaysia (search for similar items in EconPapers)
Date: 2010
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