When and How Does Sustainable HRM Improve Customer Orientation of Frontline Employees? Satisfaction, Empowerment, and Communication

This study investigated the relationship between sustainable human resource management (HRM) practices, employee satisfaction, and customer orientation of frontline employees (FLEs) in hotel industry from perspective internal marketing. Specifically, focused on three facets HRM practices (i.e., training, reward, benefit) as well organizational empowerment communication FLE-supportive contexts. Although some studies have examined orientation, they overlooked importance service context facilitating FLE orientation. Thus, this developed a comprehensive framework based social exchange theory self-determination theory. The results show that all were positively related to FLEs’ satisfaction. satisfaction was also their Furthermore, both moderated which showed positive only when FLEs perceived high or communication. research findings provide beneficial theoretical practical implications.