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Customer response toward employees’ emotional labor in service industry settings

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  • Gong, Taeshik
  • Park, JungKun
  • Hyun, Hyowon

Abstract

In the current study, we develop and test a moderated mediation model that explores the mechanisms that underlie the influence of employees' emotional labor on customer loyalty by considering affective reactions and cognitive appraisals simultaneously and illustrating moderating factors that alter their effectiveness. A sample of 259 individuals from across the United States over 20 years old were recruited on Amazon's Mechanical Turk to participate in the survey. Our emotions as social information based model clarifies the distinct roles of customers' detection of employees' deep acting and surface acting in influencing customers' affective reactions and cognitive appraisals. The current research also reveals that impact of customers' detection of employees' emotional labor on customer outcomes varies as a function of the employees' nonverbal communication.

Suggested Citation

  • Gong, Taeshik & Park, JungKun & Hyun, Hyowon, 2020. "Customer response toward employees’ emotional labor in service industry settings," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918307252
    DOI: 10.1016/j.jretconser.2019.101899
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    1. Yang, Defeng & Chen, Xiaoyun & Ma, Baolong & Wei, Haiying, 2022. "When can interaction orientation create more service value? The moderating role of frontline employees' trust in managers and employee deep acting," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Itani, Omar S. & Jaramillo, Fernando & Paesbrugghe, Bert, 2020. "Between a rock and a hard place: Seizing the opportunity of demanding customers by means of frontline service behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Olk, Stephan & Lindenmeier, Jörg & Tscheulin, Dieter K. & Zogaj, Adnan, 2021. "Emotional labor in a non-isolated service encounter - The impact of customer observation on perceived authenticity and perceived fairness," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Park, Hyewon & Hur, Won-Moo, 2023. "Customer showrooming behavior, customer orientation, and emotional labor: Sales control as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Chunhao Ma & Biying Wang & Caozhi Sun & Le Lin, 2023. "The Spillover Effect of Emotional Labor: How It Shapes Frontline Employees’ Proactive Innovation Behavior," SAGE Open, , vol. 13(3), pages 21582440231, August.
    6. Xu, Yingzi & Ling, I-Ling, 2023. "Effects of face masks and photo tags on nonverbal communication in service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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