Having an On-land Life as Well as an On-sky Life: A Cross-country Study of the Configurational Effects of Internal Marketing on Work-family Facilitation

ABSTRACT

Entailing a fuzzy-set qualitative comparative analysis, this study explored alternative configurations leading to high-level work-family facilitation among 142 and 127 flight attendants employed respectively in Asian airline companies in Taiwan and Vietnam. Results revealed three paths in Taiwan and two paths in Vietnam that explained high work-family facilitation levels. A welfare system and compensation were identified as core facilitating conditions in Taiwan and Vietnam, respectively. The findings offer theoretical insights and practical guidelines to advance understanding of the complex interactions of internal marketing dimensions on work-family facilitation and suggest new directions for future research.

KEYWORDS:

• Internal marketing
• work-family facilitation
• qualitative comparative analysis
• flight attendant
• cross-country study

Disclosure statement

No potential conflict of interest was reported by the author(s).