A Study for the Effect of Internal Marketing on Airport Employees' Customer-Oriented Attitude Considering Their Emotional Labor

Airport is not only a public facility but a place where multiple cultural and ethnic groups are visiting. It has been reported though several researches that the level of emotional labor is more heavier than any other job. The more complex our society become, the more frequently emotional labor has been focused. Emotional labor became recently the issue of integrated studies above. Considering the level of emotional labor of airport employees, this paper believes their emotional labor has not been focused compared to such as tourism and service industry. This paper tried to research empirically the impact of internal marketing on airport employees` customer-oriented attitude based on their emotional labor using SEM (Structural Equation Modeling). According to the SEM results, it was proven that `Autonomy of Airport Employee`, a latent variable of internal marketing has a significant negative effect on employees` outside emotion. The outside emotion has also a significant effect on their customer-oriented attitude. It could be concluded the effort to increase decision making authority of employees should be implemented to provide them with deeper customer oriented insight.