The effect of internal marketing approach in airline companies on job satisfaction and organizational commitment of cabin crew: A study on airline companies in Turkey

The purpose of this research is to determine how internal marketing activities in airline companies affect the job satisfaction and organizational commitment of flight cabin crews in airlines. The research was carried out with relational survey model. The universe of the research consists of cabin attendants of airline companies operating in Turkey. The sample of the study consists of 385 cabin attendants selected by simple random sampling method. "Personal Information Form", "Internal Marketing Scale", "Job Satisfaction Scale" and "Organizational Commitment Scale" were used to collect the data to be used in the research. Pearson Product Moments Correlation and multiple linear regression analysis, which are parametric tests, were used in the analysis of the research data. According to the results obtained in the research, positive significant relationships were determined between the internal satisfaction, external satisfaction, emotional commitment, continuance commitment and normative commitment of the internal marketing activities sub-dimension, vision and training, and rewarding activities. In the research, positive effects of rewarding with vision and training on internal satisfaction of cabin crew, rewarding activities on extrinsic satisfaction, training and vision activities on emotional commitment, rewarding activities on continuance commitment and rewarding activities on normative commitment were determined. In line with the findings obtained as a result of the research, there are also suggestions for decision makers in the departments that regulate the senior management and Human Resources Management, marketing and training activities of the airline companies. Keywords: Cabin Crew, Internal Marketing, Job Satisfaction, Organizational Commitment