How to create genuine happiness for flight attendants: Effects of internal marketing and work-family interface

Drawing on the combination of affective event theory and the job demands–resources model, this paper advances research on the link between organization-related predictors and individual-related outcomes through a psychological mechanism in the aviation industry. Specifically, this study makes a novel contribution as the first to quantitatively explore how internal marketing helps build happiness by changing flight attendants' work-family interface. Using a sample of 142 flight attendants working in airline companies based in Asian countries, our results indicate that communication, welfare systems, training, and management support are directly associated with happiness and indirectly associated with happiness via work-family facilitation. Communication, welfare systems, and management support can shape cabin crews' happiness via decreased work-family conflict. However, compensation is not found to influence flight attendants’ happiness. Practical implications and potential future research avenues also are discussed.