The effect of Organizational Commitment on Word-of-Mouth intentions in Recruitment in China

Abstract

The purpose of this paper is to find out the relationships between three components of organizational commitment and word-of-mouth intentions. This study examines the correlations between three components of organizational commitment [affective commitment, continuance commitment, and normative commitment] and rumored intentions among the staff employed in two hotels located in Mainland China. Initially, there were four hotels being contacted, but only two of them agreed to participate in the research. A total number of 120 hotel employees participated in a questionnaire survey. The results of this study indicate that there are direct correlations between the three components of organizational commitment [OC] and “word-of-mouth” [WOM] intentions. The effects of normative commitment in predicting the amount of WOM intentions is especially significant considering the preferences of those adhering to Confucian culture. Limited number of job-related variable, relatively small sample size and translation issue are limitations of the current study, but the results could serve hotel managers in China to take actions to increase the OC level among employees, and hence increase the possibility for employees to engaged in WOM intentions. The paper is the first article that focusing on the relationship between OC and WOM intentions among employees in the Chinese hospitality industry.