The Mediating Effect of Role Stressors on Market Orientation and Organizational Commitment

Abstract

Market orientation, role stressors, and organizational commitment were investigated using a convenience sample of 386 employees of Taiwanese airlines. A questionnaire and structural equation model were used to confirm the hypotheses and provide evidence of reliability and validity is provided. The test results revealed the influence of customer orientation, competitor orientation, and interfunctional coordination on role ambiguity and role conflict along with organizational commitment. Role ambiguity and role conflict were found to have negative relationships with organizational commitment and be negative mediators between customer orientation and organizational commitment. These findings give a new perspective on organizational commitment, and provide airline companies with insights into ways to decrease the role stressors of airline employees and increase their market orientation.

Double-Edged Sword Effect of Flexible Work Arrangements on Employee Innovation Performance: From the Demands–Resources–Individual Effects Perspective

“…With the deepening of this research, more and more evidence supports the negative effects of role ambiguity [51,53,96]. For example, role ambiguity has been statistically significantly and negatively related to job performance [97], work motivation [98], work engagement [99], organizational commitment [100], career satisfaction [101], and so on. Several researchers have investigated the impact of role ambiguity on innovative behaviors with inconsistent results.…”

How Can Travel Agencies Create Sustainable Competitive Advantages? Perspective on Employee Role Stress and Initiative Behavior

“…For example, sharing competitors' information from sales personnel, discussing competitors' strategies from top managers, and responding quickly to competitors' strategies provide opportunities for acquiring competitive advantages. Past research has explained that competitor orientation has a negative impact on role conflict and ambiguity [38]. Employees feel stress when they are uncertain [39].…”

“…The measurements from related studies were used for the variables in this study, with minor wording changes. Thus, we identified 23 possible research areas: four indicators for customer orientation, four for competitor orientation, three for inter-functional coordination [37], four indicators for role conflict and indicators for role ambiguity [38], and four indicators for organizational citizenship behavior [61]. Seven-point Likert scales were used, ranging from highly disagree to highly agree (refer to the Appendix A, Table A1).…”