Spirituality and cultural values in the reported cognitions of female cabin attendants on Thai Airways

Using qualitative semi-structured interviews, we explore the cognitions of 16 female cabin attendants on Thai Airways. Findings reveal traditional Thai cultural values underpinned by Buddhist spirituality seem influential in shaping the way they think about their service work. These influences seem to help them engage in this sincerely, so that the emotional labour they provide in line with company policy relates more closely to ‘deep’ than ‘surface’ acting. This synergy between company policy, national culture and spirituality may shape the quality of the ‘Thai charm’ provided and enhance customer satisfaction.