This chapter consists of background and motivation of the research, statement of the research problem, significance, purposes, questions, delimitation of the research, and definition of key terms.
Background and Motivation of the Research
As developing vigorously in aviation industry, the needs of flight attendants increased, showing the significance of manpower distribution and efficient flight attendants’ management (Ching, 2014). However, based on the corporate social responsibility reports from Taiwan airlines, the data showed that turnover rate increased in recent years. According to Fang (2008), to work at airlines, cabin crews must accept high-pressured training and own considerably strong physical fitness. In addition, although both working time and rest time for cabin crews were made by express statutory provision, cabin crews could not be entitled to national holidays or take leaves freely. Owing to the nature of work, the pressure of physical health, interpersonal relationship, family and work in terms of female cabin crews are usually higher than usual (Association of Wage-Earners, 2000; Fang, 2008). In this circumstance, it enhances the uncertainty to keep working and possibility of resignation. On Jane 24th 2016, it was the first time in the history of Taiwan that flight attendants had taken industrial action. According to Shan (2016, June 24), the Taipei News reported that China Airlines (CAL) flight attendants went on strike at midnight due to low allowances and long working hours. This event showed conspicuous dissatisfaction of work toward cabin crews and aroused the acquisitiveness to probe into main factors affecting retention intention.
Through reviewing qualitative and quantitative researches, various scholars focusing on different industries (include academia, aviation, construction, finance, hospitality, manufacture and technology) indicated that numerous factors would influence retention intention or turnover intention. Some factors are related to personal background, such as gender, age and marital status, others are personal perception in terms of different items, e.g., organizational commitment, nature of work, pay/salary, promotion, job satisfaction, work-life balance and employee motivation et cetera. Among factors above, as a result of multiple aspects of job satisfaction, it was regarded as a crucial factor affecting retention intention.
On the other hand, although gender was viewed as one of the affecting factors in previous researches, it was seldom to be examined the relationship with job satisfaction or retention intention due to uneven gender distribution of cabin crews. Moreover, since demographic factors were infrequently utilized to test the interaction effect with job satisfaction on retention
intention in aviation industry, this would be the motivation to explore the consequence.
Statement of the Research Problem
A number of factors would impact employees to stay or leave, especially job satisfaction (Cotton & Tuttle, 1986; Hundera, 2014; Khan & Aleem, 2014; Rizwan et al., 2011; Shakeel &
Butt, 2015; Stanz, 2009). Job satisfaction and retention intention respectively play a vital role in diverse organizations. Besides, an organization can predict and perceive how employees tend to retain through job satisfaction (Medina, 2012; Mitchell & Albright, 1972). When employees are dissatisfied with their jobs, environment or other reasons, it is easy to let them feel upset or intent to leave (HR Council for the nonprofit sector, 2011). Hence, job satisfaction can be one of the important indicators to observe employees’ tendency of intention to leave or stay and looked upon as a tool to examine turnover rate (Mudor & Tooksoon, 2011; Ronra & Chaisawat, 2011).
Working in each airline, cabin crews tend to work day and night due to the nature of work, and this would increase their dissatisfaction with job and turnover intention. Kraut (1975) pointed out that retention intention could be deemed as an important indicator to predict resignation. Therefore, this study examined the relationship between each dimension of job satisfaction and retention intention of Taiwan airlines. Moreover, with the increasing turnover rate in Taiwan airlines (EVA Airways Corporation, 2016; China Airlines, 2016), what would be the current situation of job satisfaction for cabin crews? In addition, age, education level, position and tenure would be regarded as demographic variables and test the interaction effect with job satisfaction on retention intention.
Significance of the Research
First, it is beneficial for airlines to realize overall job satisfaction and retention intention nowadays. Second, after receiving the results from this study, human resources department of airlines could discuss future plan or development through setting the guidelines or strategies for maintaining potential employees and decreasing turnover rate (Ronra & Chaisawat, 2011).
Therefore, it contributed to airlines to building an improved environment or plans for cabin crews. The last, since several scholars researched on Taiwan airlines, this study would be an exploration to know the relationship between nine dimensions of job satisfaction and retention intention towards cabin crews. Also, the demographic variables’ interaction effect between job satisfaction and retention intention.
Research Purposes
Based on the background and motivation of this study, the main purpose is to have further
understanding of the relationship between each dimension of job satisfaction and retention intention for cabin crews in Taiwan airlines. In addition, the author also investigated whether the interaction effect existed among demographic variables (e.g., age, education level, position and tenure) and overall job satisfaction on retention intention respectively or not. The purposes of the research listed as follows:
1. To explore current condition of overall job satisfaction for cabin crews in Taiwan airlines.
2. To discover the relationship between each dimension of job satisfaction and retention intention.
3. To analyze the relationship between overall job satisfaction and retention intention by controlling demographic variables (age, education level, position and tenure).
4. To examine the interaction effect of each demographic variable on the relationship between job satisfaction and retention intention.
Research Questions
Based on the research purposes, the problems were aroused as below:
1. What is the current condition of overall job satisfaction for cabin crews in Taiwan airlines?
2. Is there significant relationship between each dimension of job satisfaction and retention intention?
3. If controlling demographic variables, including age, education level, position and tenure, is there significant relationship between job satisfaction and retention intention?
4. Is there significant interaction effect among demographic variables, age, education level, position and tenure, on the relationship between job satisfaction and retention intention?
Delimitation of the Research
On account of diverse staff in airlines, let alone multitudinous positions in different industries, the researcher narrowed down the scope of this study. First, according to the research topic, this research only focused on cabin crews of Taiwan airlines. The samples from other positions, international airlines or industries, were excluded from the research. Second, there is no limitation in demographic information, such as gender, age, education level, position, tenure, and so on, that is, as long as cabin crews have been working in Taiwan airlines, they would be the respondents of the research.
Definitions of Key Terms
According to the research purposes, the key terms would be defined as follows and used in further processes of the research.
Job Satisfaction
Since job satisfaction is a popular term in countless organizations, the concept of job satisfaction has been developed in several ways by different researchers. In this study, the definition of job satisfaction is the degree of overall satisfaction toward jobs in terms of cabin crews’ perception, including nine dimensions, communication, contingent rewards, coworkers, fringe benefits, operating procedures, nature of work, pay, promotion, and supervision.
Retention Intention
Retention is a critical element of an organization for sustainable development. In this study, the definition of retention intention is the degree of intention to stay at current company for cabin crews.
Cabin Crews
Cabin crews, equivalent to flight attendant, are qualified to perform not only safety duties in the passenger cabin based on the requirements of the operator and the authority but also cabin functions in emergency situations (International Air Transport Association, 2013). In this study, cabin crews are defined as people engaging in passenger-related service and safety during the flight at Taiwan airlines.