Does emotional labor color service actions in customer buying?
ISSN: 0887-6045
Article publication date: 7 April 2020
Issue publication date: 3 September 2020
Abstract
Purpose
Service research has highlighted the role of emotional labor in service delivery but has neglected service employees’ actions. This study aims to distinguish between the recurrent in-role and extra-role actions of service employees and to examine the joint effect of service employees’ actions and their emotional labor, which may color these actions on customer buying behavior (number of purchased items and total bill).
Design/methodology/approach
Phase I comprised two studies: Study 1 examined 70 service interaction videos to identify employees’ service actions, and Study 2 quantitatively validated the most frequent employee actions, used for further study, by examining 40 employee–customer interactions in fashion stores. For Phase II, Study 3 derived data from 60 service employees’ diaries to predict the joint effect of performed emotional labor and service actions on customer buying behavior.
Findings
Findings revealed that emotional labor moderated the relationship between service actions and customer buying behavior. The relationship between in-role/extra-role actions and buying behavior was stronger in the lower surface-acting (less emotional faking) condition, whereas the relationship between in-role/extra-role actions and buying behavior was stronger for the higher deep-acting (more emotionally authentic) condition.
Practical implications
Service organizations should not limit training to the more easily attained service actions. This possibility may be lacking if it ignores the emotional component that accompanied the action. This may shift the focus from customer satisfaction to customer delight.
Originality/value
This study is a pioneering effort to examine the specific circumstances in which service employees’ actions (regardless of in-role or extra-role status) will not produce the desired customer-related outcome in the presence of emotional labor.
Keywords
Acknowledgements
The authors would like to thank Benny Binyamin for language editing. The authors are also grateful for the financial support of the Ruppin Academic Center.
Citation
Seger-Guttmann, T. and Medler-Liraz, H. (2020), "Does emotional labor color service actions in customer buying?", Journal of Services Marketing, Vol. 34 No. 5, pp. 683-696. https://doi.org/10.1108/JSM-10-2019-0421
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited