Implementing the marketing concept in travel organizations: the important moderating influence of perceived organizational support

The objective of the research underlying this article is to investigate the moderating effect of perceived organizational support (POS) between market orientation and the perceived ability of frontline employees to adequately serve customers. The ability to serve customers is paramount for frontline service staff in the travel industry and this is the first investigation into the impact that a market orientation has on this ability, and the first to examine the relationship between market orientation and POS. An online self-complete survey was used to collect data from 504 frontline travel consultants. Results indicate that a market orientation is important for enabling employees to better service customers and that this relationship is moderated by POS. Therefore, it is recommended that travel firms consider developing a market orientation and demonstrate a commitment to promoting employee development and well-being. Should employees not perceive that their contributions are valued, they may not feel sufficiently equipped to assist in the provision of quality service delivery outcomes to customers and may be less likely to exhibit ongoing loyalty to the firm.