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Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India

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  • Mishra, Sushanta Kumar
  • Bhatnagar, Deepti
  • D’Cruz, Premilla
  • Noronha, Ernesto
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    Abstract

    With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of World Business.

    Volume (Year): 47 (2012)
    Issue (Month): 2 ()
    Pages: 204-212

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    Handle: RePEc:eee:worbus:v:47:y:2012:i:2:p:204-212

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    Related research

    Keywords: Perceived external prestige; Organizational identification; Emotional labor; Pharmaceutical representatives; India;

    References

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    1. Pawan S. Budhwar & Harsh K. Luthar & Jyotsna Bhatnagar, 2006. "The Dynamics of HRM Systems in Indian BPO Firms," Journal of Labor Research, Transaction Publishers, vol. 27(3), pages 339-360, June.
    2. Brian M. Lucey & Michael Dowling, 2005. "The Role of Feelings in Investor Decision-Making," Journal of Economic Surveys, Wiley Blackwell, vol. 19(2), pages 211-237, 04.
    3. Piercy, Nigel F. & Low, George S. & Cravens, David W., 2004. "Examining the effectiveness of sales management control practices in developing countries," Journal of World Business, Elsevier, vol. 39(3), pages 255-267, August.
    4. Avlonitis, George J. & Panagopoulos, Nikolaos G., 2007. "Exploring the influence of sales management practices on the industrial salesperson: A multi-source hierarchical linear modeling approach," Journal of Business Research, Elsevier, vol. 60(7), pages 765-775, July.
    5. Selmer, Jan & Chiu, Randy, 2004. "Required human resources competencies in the future: a framework for developing HR executives in Hong Kong," Journal of World Business, Elsevier, vol. 39(4), pages 324-336, November.
    6. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
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