Work-family facilitation and customer-oriented OCB among flight attendants in Asia-Pacific Airlines: A dual mediation model and moderating impact of internal CSR

Research has examined different outcomes of work-family interface; however, its influence on customer service behaviors remains underexplored. Drawing on Conservation of Resources (COR) theory, this study addresses this gap by examining how work-family facilitation (WFF) fosters customer-oriented organizational citizenship behavior (CO-OCB) among flight attendants and identifies the conditions under which this relationship occurs. Data were collected from 156 flight attendants working for airlines in Asia-Pacific countries (Australia, Taiwan, and Vietnam). The results indicate that WFF serves as a critical resource that promotes CO-OCB. Job satisfaction and person-organization fit (POF) serve as mediating mechanisms, with job satisfaction exhibiting a stronger effect. Internal corporate social responsibility (CSR) weakens the positive effect of WFF on job satisfaction but does not moderate the WFF–POF relationship. These results offer practical insights for airlines seeking to implement family-friendly policies and internal CSR initiatives to support flight attendants in achieving a balance between their professional and personal lives.