Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions
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 exten...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2013-03-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/397 |
| _version_ | 1797911669535408128 |
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| author | Chaoying Tang Craig R. Seal Stefanie E. Naumann Krystal Miguel |
| author_facet | Chaoying Tang Craig R. Seal Stefanie E. Naumann Krystal Miguel |
| author_sort | Chaoying Tang |
| collection | DOAJ |
| description |
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.
Keywords: Emotion; emotional labor; deep acting; surface acting
JEL Classifications: M
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| first_indexed | 2024-04-10T11:44:10Z |
| format | Article |
| id | doaj.art-a5ec4036636e44bd8617bb0ca6246d39 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:44:10Z |
| publishDate | 2013-03-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-a5ec4036636e44bd8617bb0ca6246d392023-02-15T16:17:25ZengEconJournalsInternational Review of Management and Marketing2146-44052013-03-0132Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying DecisionsChaoying Tang0Craig R. Seal1Stefanie E. Naumann2Krystal Miguel3Management School of Graduate University of Chinese Academy of SciencesCalifornia State University, San BernardinoUniversity of the PacificClaremont Graduate University 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. Keywords: Emotion; emotional labor; deep acting; surface acting JEL Classifications: M http://mail.econjournals.com/index.php/irmm/article/view/397 |
| spellingShingle | Chaoying Tang Craig R. Seal Stefanie E. Naumann Krystal Miguel Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions International Review of Management and Marketing |
| title | Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions |
| title_full | Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions |
| title_fullStr | Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions |
| title_full_unstemmed | Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions |
| title_short | Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions |
| title_sort | emotional labor the role of employee acting strategies on customer emotional experience and subsequent buying decisions |
| url | http://mail.econjournals.com/index.php/irmm/article/view/397 |
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