The Influence of Emotional Labor on Customer Satisfaction: Exploring the Mediating Role of Customer-Oriented Behavior

• Main Authors: Shiao-Chuan Chen, 陳小娟
• Other Authors: Mei-Ling Wang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/dk8exn

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 103 === Management of financial institutions has continuously focused on the way to help service employees regulate their own emotions when facing a variety of customers so so that they can exhibit customer-oriented behavior and then improve customer satisfaction. The purposes of the study are to examine the influences of emotional labor on employees’ customer-oriented behavior and customer satisfaction as well as the mediating role of customer-oriented behavior between emotional labor and customer satisfaction. We collected data from 42 service employees in banks and their 498 customers, and then conducted subsequent analyses. The results of hierarchical regression showed that emotional labor had positive effects on customer-oriented behavior and customer satisfaction. Employees’ customer-oriented behavior also had positive effects on customer satisfaction. In addition, the relationship between emotional labor and customer satisfaction was mediated by employees’ customer-oriented behavior. Both theoretical and practical implications are discussed.