The Relationship among Market Orientation, Role Stress and Organizational Citizenship Behavior on practitioners in Travel Agencies: The Moderating Effect of Internal Marketing

Abstract

Travel agencies play important roles as mediators between tourists and destinations. While enterprises are dedicated to satisfying with market demands and strengthening competitive advantages, they often draw up and implement multiple strategies with a view to deal with external environment changes and conflicts. Gradually, employees get stressed invisibly. Thus, it is necessary for employees to resolve the negative impacts of the pressure. Therefore, this research manly focuses on the relationship among market orientation, role stress and organizational citizenship behavior toward travel agency operations personals. Besides, it is to realize the moderating effect of internal marketing on the relationship between role stress and organizational citizenship behavior. Questionnaires will be utilized in this study and structural equation modeling (SEM) will be processed to analyze the research questions. The results will be expected that (1) market orientation is positively related to role ambiguity and role conflict; (2) for the role stress, organizational citizenship behavior is negatively related to role ambiguity and role stress; (3) a moderating effect of internal marketing on the relationship between role stress and organizational citizenship behavior.