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
Citation
PHILLIPS, Brendan; Tan, Tsu Wee, Thomas; and JULIAN, Craig.
The theoretical underpinnings of emotional dissonance: A framework and analysis of propositions. (2010). Journal of Services Marketing. 20, (7), 471-478.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2681
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
External URL
http://doi.org/10.1108/08876040610704900