DETERMINANTS OF ORGANIZATIONAL COMMITMENT AMONG FLIGHT ATTENDANTS: A CASE STUDY OF VIETNAM AIRLINES

Amidst the escalating "war for talent" in Vietnam's liberalized aviation market, retaining skilled flight attendants has become a critical strategic challenge. This study quantitatively assesses the key antecedents of organizational commitment among flight attendants at the national carrier, Vietnam Airlines. Drawing on survey data from 287 flight attendants, a multiple linear regression model was employed to determine the relative importance of seven potential drivers. The results reveal that 'Training and Promotion Opportunities' is the preeminent driver of commitment. Notably, intrinsic and experiential factors, such as 'Cultural Interaction Opportunities' and 'Colleague Relations', are significantly more influential than traditional transactional rewards. Conversely, 'Remuneration and Benefits', while statistically significant, emerged as the weakest predictor, suggesting its role as a foundational 'hygiene factor' rather than a primary motivator for loyalty. The study concludes that for Vietnam Airlines, cultivating long-term commitment hinges more on strategic investments in career development and enriching the work experience than on incremental financial incentives. These findings provide critical, context-specific insights for human resource strategy in emerging aviation markets.