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Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions

Author

Listed:
  • Chaoying Tang

    (Management School of Graduate, University of Chinese Academy of Sciences, Beijing, China)

  • Craig R. Seal

    (California State University, San Bernardino, USA)

  • Stefanie E. Naumann

    (University of the Pacific, California, USA)

  • Krystal Miguel

    (Claremont Graduate University, California, USA)

Abstract

Prior research has demonstrated the impact of employee emotional labor strategies (deep and surface acting) on customer behavioral intentions. However, there is limited data on the impact of emotional labor strategy on potential intervening variables and on actual buying decisions. This study extends the prior research by examining the effect of employee emotional labor strategies on customers’ emotional experiences and actual customer purchasing decisions. Data were collected from 294 employee-customer pairs from retail cell phone stores in China. Results indicated that choice of strategy (deep or surface) does significantly impact purchase decisions. In addition, the relationship between strategy and purchase is mediated by the customer's emotional experience.

Suggested Citation

  • Chaoying Tang & Craig R. Seal & Stefanie E. Naumann & Krystal Miguel, 2013. "Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions," International Review of Management and Marketing, Econjournals, vol. 3(2), pages 50-57.
    • Handle: RePEc:eco:journ3:2013-02-1
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    References listed on IDEAS

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    Cited by:

    1. Skorek Monika, 2016. "Attitudes of Polish Consumers Toward Experiential Marketing," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 109-124, December.
    2. Marie-Cécile Cervellon & Fanny-Juliet Poujol & John F. Tanner Jr, 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Post-Print hal-03122118, HAL.
    3. Seger-Guttmann, Tali, 2019. "Customers' irrational beliefs: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 54-66.
    4. Cervellon, Marie-Cécile & Poujol, Juliet F. & Tanner, J.F., 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 191-201.
    5. Zain Riaz & Ayesha Arif & Qasim Ali Nisar & Shahzad Ali & Muhammad Sajjad Hussain, 2018. "Does Perceived Organizational Support influence the Employees Emotional labor? Moderating & Mediating role of Emotional Intelligence," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(4), pages :526-543, December.

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    More about this item

    Keywords

    Emotion; emotional labor; deep acting; surface acting;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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