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Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions

Year 2013, Volume: 3 Issue: 2, 50 - 57, 01.06.2013

Chaoying Tang Craig R. Seal Stefanie E. Naumann Krystal Miguel

Abstract

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

Year 2013, Volume: 3 Issue: 2, 50 - 57, 01.06.2013

Chaoying Tang Craig R. Seal Stefanie E. Naumann Krystal Miguel

Abstract

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Details

Other ID JA87CP63KN
Journal Section Research Article
Authors

Chaoying Tang This is me

Craig R. Seal This is me

Stefanie E. Naumann This is me

Krystal Miguel This is me

Publication Date June 1, 2013
Published in Issue Year 2013 Volume: 3 Issue: 2

Cite

APA Tang, C., Seal, C. R., Naumann, S. E., Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2), 50-57.
AMA Tang C, Seal CR, Naumann SE, Miguel K. Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. IRMM. June 2013;3(2):50-57.
Chicago Tang, Chaoying, Craig R. Seal, Stefanie E. Naumann, and Krystal Miguel. “Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions”. International Review of Management and Marketing 3, no. 2 (June 2013): 50-57.
EndNote Tang C, Seal CR, Naumann SE, Miguel K (June 1, 2013) Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing 3 2 50–57.
IEEE C. Tang, C. R. Seal, S. E. Naumann, and K. Miguel, “Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions”, IRMM, vol. 3, no. 2, pp. 50–57, 2013.
ISNAD Tang, Chaoying et al. “Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions”. International Review of Management and Marketing 3/2 (June 2013), 50-57.
JAMA Tang C, Seal CR, Naumann SE, Miguel K. Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. IRMM. 2013;3:50–57.
MLA Tang, Chaoying et al. “Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions”. International Review of Management and Marketing, vol. 3, no. 2, 2013, pp. 50-57.
Vancouver Tang C, Seal CR, Naumann SE, Miguel K. Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. IRMM. 2013;3(2):50-7.