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Does emotional labor moderate customer participation and buying?

Author

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  • Tali Seger-Guttmann
  • Hana Medler-Liraz

Abstract

Two studies examined whether employees’ emotional labor as perceived by customers, moderates the relationship between customers’ participation and money spent. In Study I, 30 in-depth interviews were conducted with customers to examine participation during shopping as well as customers’ awareness of their service employees’ behaviors. The interviews revealed two types of customer participation: emotional engagement and physical effort. Based on Study I, Study II investigated 114 customers, and the moderating role of perceived employees’ emotional labor on the relationships between customer participation and spending money. Even when customers were highly involved in the purchasing process, they spent less money when they observed employee inauthenticity as manifested in Surface Acting. However, Deep Acting positively moderated the relationship between customer participation and spending money. These findings help shed light on the circumstances in which customer participation is strengthened (leading to greater spending) or weakened.

Suggested Citation

  • Tali Seger-Guttmann & Hana Medler-Liraz, 2016. "Does emotional labor moderate customer participation and buying?," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 356-373, June.
    • Handle: RePEc:taf:servic:v:36:y:2016:i:7-8:p:356-373
    DOI: 10.1080/02642069.2016.1219724
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    Cited by:

    1. Seger-Guttmann, Tali & Vilnai-Yavetz, Iris & Wang, Chen-Ya & Petruzzellis, Luca, 2018. "Illegitimate returns as a trigger for customers’ ethical dissonance," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 120-131.
    2. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    3. 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).
    4. Miri Chung & Young-Hye Jang & Steven A. Edelson, 2021. "The path from role clarity to job satisfaction: natural acting and the moderating impact of perceived fairness of compensation in services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 77-102, March.
    5. Medler-Liraz, Hana & Seger-Guttmann, Tali, 2021. "The joint effect of flirting and emotional labor on customer service-related outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. 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.

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