In service interactions the management of service employee’s emotion through emotional labor has gained prominence and is becoming an active method to affect consumer’s behavior. Several researches have indicated that self-concept of the consumer affects their buying behavior. However there is not much research to evaluate the effect of emotional labor of the service employee on the self-concept of the consumer. Based on review of literature, this paper tries to answer whether emotional labor of the service employee affects the self-concept of the consumer.
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Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number
2006-12-02.