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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

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.

Suggested Citation

  • Mishra, Sushanta Kumar & Bhatnagar, Deepti & D’Cruz, Premilla & Noronha, Ernesto, 2012. "Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India," Journal of World Business, Elsevier, vol. 47(2), pages 204-212.
  • Handle: RePEc:eee:worbus:v:47:y:2012:i:2:p:204-212
    DOI: 10.1016/j.jwb.2011.04.007
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    References listed on IDEAS

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    6. 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.
    7. 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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    1. repec:spr:manint:v:53:y:2013:i:1:d:10.1007_s11575-012-0166-8 is not listed on IDEAS

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