The Effect Path Research on Multi-perspectives of Emotional Labor and Customer Value Co-creation Behavior

Abstract

Abstract:

We focus on China culture context and integrate three emotional labor perspectives, i.e., inner states perspective (emotional dissonance, emotional fit), psychological processing perspective (surface acting, deep acting) and behavioral expression perspective (faked emotion expression, suppressed emotion expression and genuine emotion expression). Then we discuss the relationship among the three perspectives, and whether they have effect on customer value co-creation behavior via customer loyalty intention. Through 321 customer samples' investigation and data analysis, Our research results show that: besides the hypothesis of deep acting and emotional dissonance, the emotional dissonance of service employee causes surface acting, which in turn promotes faked emotion expression and suppressed emotion expression; the emotional fit of service employee has direct effect on genuine emotion expression; among three emotional expression of service employee, faked emotion expression and suppressed emotion expression promote customer value co-creation behavior via customer loyalty intension.

Key words: the inner states perspective of emotional labor, the psychological processing perspective of emotional labor, the behavioral expression of emotional labor, customer loyalty intension, customer value co-creation behavior

Yang Yong, Ma Qinhai, Zhang Junxiu, He Chunhui. The Effect Path Research on Multi-perspectives of Emotional Labor and Customer Value Co-creation Behavior[J]. , 2015, 27(10): 95-107.

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