A Study on the Impact of Airline Internal Marketing on Positive Psychological Capital and Affective Commitment - Focusing on Ground Staff -

This study was conducted to help airline internal marketing strategies by confirming the impact of corporate internal marketing, which is divided into empowerment, compensation system, education and training, and management support factors for airline ground staff, on positive psychological capital and affective commitment of members. For the study, a total of 200 questionnaires were distributed to ground-level employees working at Incheon International Airport and Gimpo International Airport from November 1 to November 20, 2023, and 191 copies were used for analysis, excluding 9 copies that responded insincerely after collection. SPSS version 23.0 was used for empirical analysis, and the research results are as follows. First, internal marketing consisting of empowerment, compensation system, education and training, and management support was found to have a positive effect on the positive psychological capital of ground-level employees. Second, it was found that the positive psychological capital of organizational members had a positive effect on affective commitment. Finally, internal marketing consisting of empowerment, compensation system, education and training had a positive effect on the affective commitment of members. Companies need to create more specific internal marketing strategies for ground-level employees that are directly related to the performance of the company, and through this, positive psychological capital and emotional immersion of organizational members should be elicited.