This experimental study aimed to examine the effect of emotional labor strategy towards the negative WOM mediated by customer satisfaction. Research of emotional labor context has widely examined its impacts on service employees. The limitations in several studies proved that the opportunity in the indirect effect of emotional labor strategy on negative word of mouth (WOM) is still available. Sixty-two participants were involved in this study and divided into two groups (deep acting versus surface acting) by using videos. PROCESS model moderation proved that emotional labor strategy indirectly affects the negative WOM, mediated by customer satisfaction. This study showed that deep acting strategy can enhance customer satisfaction, therefore the negative WOM can be diminished. In contrast, surface acting strategy affects the decrease of customer satisfaction and thus it can raise the intention of the negative WOM. Emotion modification would be more effective through the deep acting strategy in transmitting the positive emotion for the customer, than modification the expression. The satisfaction felt by the customer will decrease the intention to spread negative information about the service provider to other customers.
Introduction. Strategies of Deep Acting and Surface Acting using Emotional Labor in library services have been conducted. The study aims to examine the effect of Emotional Labor on library user satisfaction mediated by Customer-Employee Rapport.Method. There were 86 participants involved in this experimental study. They were undergraduate students in Makassar who were asked to watch the video related to library services by using Deep Acting or Surface Acting strategies.Data Analysis. Hypothesis were examined by using Hayes Process analysis to understand the mediation model.Results and Discussions. Emotional Labor strategy was found to have a relationship to customer satisfaction through Customer-Employee Rapport mediation. Emotional labor strategy was found to have directly affected customer satisfaction and Customer-Employee Rapport. The librarians applied Deep Acting strategy to enhance customer satisfaction and customer-employee rapport was found to be more effective compared to Surface Acting. The librarians’ emotional expression in deep acting enables them to transform the positive emotion between librarians and users, thus, it improves good relationships and customer satisfaction.Conclusion. The librarians’ emotional labor strategies effect on library user satisfaction with customer-employee rapport as the mediation variable. Future research should discuss another library experiment based on gender perspectives.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.