| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 93 === It is clear that the service climate has significant predictive effect on service-oriented citizenship behavior in service industry. Does this theory apply to flight attendant’s special working environment and their job content. This research focuses on organization’s service climate’s influence on flight attendants’ service-oriented citizenship behavior. Previous researches show that a person with internal locus of control personality can have better work performance. Accordingly, this research also analyses the influence on service-oriented citizenship behavior when flight attendants’ locus of control personality is under different organization’s service climate. The research is analyzed with questionnaires collected from 276 flight attendants in six different national airline companies in Taiwan.
The result of hypothesis test about service-oriented citizenship behavior with different flight attendant’s organization service climate, the promotion of service quality has obvious positive predictive effect on active participation, service delivery and loyalty in service-oriented citizenship behavior. The service profession oriented service climate has obvious positive predictive effect on service delivery and loyalty in service-oriented citizenship behavior, and the customer’s feeling oriented service climate has obvious positive predictive effect on loyalty.
The locus of control personality of flight attendants has positive predictive effect on service delivery and loyalty in service-oriented citizenship behavior. In addition, the analysis shows that the organization service climate has more effect on service-oriented citizenship behavior with internal locus of control personality than external locus of control personality, and organization’s service climate has positive predictive effect on locus of control personality. Nevertheless, with external locus of control personality, only customer’s feeling service climate has obvious positive predictive effect on service-oriented citizenship’s participation, and promotion of service quality climate has obvious positive predictive effect on service-oriented citizenship behavior’s loyalty, but there is no obvious predictive effect on the service delivery in service-oriented citizenship.
By basic population factor, we found that it differ in service delivery in service-oriented citizenship behavior with different seniority group of flight attendants. The flight attendants’ with more than 13 years work experience has higher delivery than those with have worked between 4 to 6 years, senior cabin attendant or assist purser have higher delivery than cabin attendant . A airline has higher delivery than E airline, and D airline has higher delivery than A airline. With the loyalty in service-oriented citizenship behavior, those who are between 20 and 24 years old have higher loyalty than those who are between 30 and 34 years old, and those who have worked more than 13 years are more loyal than those who have worked from 7 to 9 years. Comparing companies, the flight attendants in A airline are more loyal than those who work in B airline and D airline.
The result shows that it has obvious effect to promote service-oriented citizenship behavior of flight attendants by emphasizing organization service climate, but internal locus of control personality’s influence can also have obvious effect. With external locus of control personality, we not only use organization’s service climate to promote service-oriented citizenship behavior, but also need ‘’carrot and stick’’ method to raise the execution effect, then we can promote service –oriented citizenship behavior effectively in all aspect. Senior flight attendants have better service-oriented citizenship behavior in every aspect than junior ones, so they are valuable assets in airline and worth emphasizing by their managers. The last but not the least, humanizing management has positive correlation with flight attendant’s service-oriented citizenship behavior. Therefore, this research suggests that their managers can adopt humanizing management method which is suitable to flight attendants’ work environment, which will have more positive effect than only using ‘’carrot and stick’’ evaluation method to promote flight attendant’s performance.
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