Publication Type

Journal Article

Version

publishedVersion

Publication Date

6-2010

Abstract

Purpose

The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact service workers.

Design/methodology/approach

A literature review is used to define and set out the main conceptual framework and propositions for further research.

Findings

Three key hypotheses divided into six sub parts are set out to test the relationships between emotional dissonance and customer orientation, job satisfaction and performance.

Research limitations/implications

The study should be extended beyond the conceptual stage by the conduct of empirical research across high contact service workers in different businesses and industries and also to explore the role of geographical and cultural settings on emotional dissonance.

Practical implications

The managerial implications would extend to improving the recruitment of customer service employees and evaluating the effectiveness of staff training programs. It would also develop among human resources personnel a good understanding of the role of emotional dissonance and its contribution to employees' job satisfaction and performance.

Originality/value

This paper fills a gap in knowledge on the role of emotional dissonance among high contact service workers. It provides a sound multi disciplinary framework for the study of emotional dissonance in service marketing.

Keywords

Emotional dissonance, Performance management, Customer orientation, Job satisfaction

Discipline

Marketing | Sales and Merchandising

Research Areas

Organisational Behaviour and Human Resources

Publication

Journal of Services Marketing

Volume

20

Issue

7

First Page

471

Last Page

478

ISSN

0887-6045

Identifier

10.1108/08876040610704900

Publisher

Emerald

Download

Share

COinS