Behavioural consequences of customer perception on emotional labour among airline service employees
Managing employees’ acting or emotional labour strategies is crucial for service organizations to develop a sustainable competitive advantage, such as the airline industry which is seeing fierce competition.This study examined the role of such strategies in enhancing the service experience of custom...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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2016
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| Online Access: | https://repo.uum.edu.my/id/eprint/20279/1/IRMM%206%20S7%202016%20162%20168.pdf |
| _version_ | 1803627870113759232 |
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| author | Abd Aziz, Norzalita Najafi, Bita Alshuaibi, Ahmad Said Mohd Shamsudin, Faridahwati |
| author_facet | Abd Aziz, Norzalita Najafi, Bita Alshuaibi, Ahmad Said Mohd Shamsudin, Faridahwati |
| author_sort | Abd Aziz, Norzalita |
| collection | UUM |
| description | Managing employees’ acting or emotional labour strategies is crucial for service organizations to develop a sustainable competitive advantage, such as the airline industry which is seeing fierce competition.This study examined the role of such strategies in enhancing the service experience of customers, resulting in customer loyalty intention (CLI) and subsequent engagement in positive word-of-mouth (WOM).Three-hundred sets of questionnaires were completed by airline passengers, who were approached at random, in Kuala Lumpur International Airport.A series of analyses was performed to determine the factors that significantly influence the airlines customers’ outcomes. The findings showed that perceived employee deep acting and perceived surface acting were significantly related to perceived customer orientation (PCO) and perceived service quality (PSQ), but in different
directions. PCO and PSQ were observed to influence CLI, which was found to affect significantly WOM. We also discovered the partial mediator
of CLI in both the relationships between PCO, PSQ, and WOM. Our findings suggest the need for airline managers to devise relevant strategies in
enhancing the appropriate emotional displays by employees during service encounters because they affect customers’ behavioral responses. |
| first_indexed | 2024-07-04T06:12:56Z |
| format | Article |
| id | uum-20279 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:12:56Z |
| publishDate | 2016 |
| record_format | dspace |
| spelling | uum-202792016-12-08T03:45:53Z https://repo.uum.edu.my/id/eprint/20279/ Behavioural consequences of customer perception on emotional labour among airline service employees Abd Aziz, Norzalita Najafi, Bita Alshuaibi, Ahmad Said Mohd Shamsudin, Faridahwati HD28 Management. Industrial Management Managing employees’ acting or emotional labour strategies is crucial for service organizations to develop a sustainable competitive advantage, such as the airline industry which is seeing fierce competition.This study examined the role of such strategies in enhancing the service experience of customers, resulting in customer loyalty intention (CLI) and subsequent engagement in positive word-of-mouth (WOM).Three-hundred sets of questionnaires were completed by airline passengers, who were approached at random, in Kuala Lumpur International Airport.A series of analyses was performed to determine the factors that significantly influence the airlines customers’ outcomes. The findings showed that perceived employee deep acting and perceived surface acting were significantly related to perceived customer orientation (PCO) and perceived service quality (PSQ), but in different directions. PCO and PSQ were observed to influence CLI, which was found to affect significantly WOM. We also discovered the partial mediator of CLI in both the relationships between PCO, PSQ, and WOM. Our findings suggest the need for airline managers to devise relevant strategies in enhancing the appropriate emotional displays by employees during service encounters because they affect customers’ behavioral responses. 2016 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/20279/1/IRMM%206%20S7%202016%20162%20168.pdf Abd Aziz, Norzalita and Najafi, Bita and Alshuaibi, Ahmad Said and Mohd Shamsudin, Faridahwati (2016) Behavioural consequences of customer perception on emotional labour among airline service employees. International Review of Management and Marketing, 6 (S7). pp. 162-168. ISSN 2146-4405 https://www.econjournals.com/index.php/irmm/article/view/3226 |
| spellingShingle | HD28 Management. Industrial Management Abd Aziz, Norzalita Najafi, Bita Alshuaibi, Ahmad Said Mohd Shamsudin, Faridahwati Behavioural consequences of customer perception on emotional labour among airline service employees |
| title | Behavioural consequences of customer perception on emotional labour among airline service employees |
| title_full | Behavioural consequences of customer perception on emotional labour among airline service employees |
| title_fullStr | Behavioural consequences of customer perception on emotional labour among airline service employees |
| title_full_unstemmed | Behavioural consequences of customer perception on emotional labour among airline service employees |
| title_short | Behavioural consequences of customer perception on emotional labour among airline service employees |
| title_sort | behavioural consequences of customer perception on emotional labour among airline service employees |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/20279/1/IRMM%206%20S7%202016%20162%20168.pdf |
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