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Customer orientation, engagement, and developing positive emotional labor

Author

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  • Jay Jaewon Yoo
  • Todd J. Arnold

Abstract

Frontline employees must deal on a daily basis with emotionally demanding customer interactions. Such interactions, when coupled with organizational directives to focus upon exemplary customer service, can prompt employees to express feelings and emotions that are not genuine. Such 'surface acting' has been found to create stress in frontline personnel, but an understanding of how this negative aspect of emotional labor may be minimized is lacking in the services literature. How a frontline employee's individual attributes might interact with a service work context to build deep, as opposed to surface, acting is the current focus. Applying job demands-resources theory, this study investigates how a frontline employee's customer orientation helps to develop positive work engagement, even in the face of contextual demands. Engagement is then linked positively to the beneficial behavior of deep acting which, in contrast to surface acting, has been identified as a less stressful form of emotional labor.

Suggested Citation

  • Jay Jaewon Yoo & Todd J. Arnold, 2014. "Customer orientation, engagement, and developing positive emotional labor," The Service Industries Journal, Taylor & Francis Journals, vol. 34(16), pages 1272-1288, December.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:16:p:1272-1288
    DOI: 10.1080/02642069.2014.942653
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    Citations

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    Cited by:

    1. Natalia Sigaeva & Huseyin Arasli & Emel Ozdemir & Guzide Atai & Emel Capkiner, 2022. "In Search of Effective Gen Z Engagement in the Hospitality Industry: Revisiting Issues of Servant and Authentic Leadership," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    2. Yuechao Du & Zhongming Wang, 2021. "How Does Emotional Labor Influence Voice Behavior? The Roles of Work Engagement and Perceived Organizational Support," Sustainability, MDPI, vol. 13(19), pages 1-14, September.
    3. Park, Hyewon & Hur, Won-Moo, 2023. "Customer showrooming behavior, customer orientation, and emotional labor: Sales control as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Yucheng Zhang & Long Zhang & Hui Lei & Yumeng Yue & Jingtao Zhu, 2016. "Lagged effect of daily surface acting on subsequent day’s fatigue," The Service Industries Journal, Taylor & Francis Journals, vol. 36(15-16), pages 809-826, December.
    5. Myoung-Soung Lee & Han-Seong Kim, 2020. "The Effects of Service Employee Resilience on Emotional Labor: Double-Mediation of Person–Job Fit and Work Engagement," IJERPH, MDPI, vol. 17(19), pages 1-15, October.
    6. Eun-Chul Seo & Young-Kyun Sim & Inwoo Kim & Jae-Pil Seo & Min-Seong Ha & Song-Eun Kim, 2023. "The Mediating Effect of Presenteeism on the Relationship between Emotional Labor and Work Engagement of Coaches for Disability Sports," IJERPH, MDPI, vol. 20(2), pages 1-12, January.
    7. Mert Unur & Guzide Atai & Emel Capkiner & Huseyin Arasli, 2022. "Can Safety Leadership Be an Antidote in the COVID-19 Fear of Job Insecurity and the Work Engagement Relationship in the Norwegian Service Industry? A Moderated-Mediation Model," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    8. 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.
    9. Steven W. Rayburn & David A. Gilliam, 2016. "Using work design to motivate customer-oriented behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 339-355, June.
    10. Duffy, Sarah & Bruce, Kyle & Moroko, Lara & Groeger, Lars, 2020. "Customer orientation: Its surprising origins, tumultuous development and place in the future of marketing thought and practice," Australasian marketing journal, Elsevier, vol. 28(4), pages 181-188.

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