Behavioural consequences of customer perception on emotional labour among airline service employees

Norzalita Abd Aziz, Bita Najafi, Ahmad Said Ibrahim Al-Shuaibi, Faridahwati Mohd Shamsudin

Research output: Contribution to journalArticle

Abstract

Managing employees’ acting or emotional labour strategies is crucial for service organizations to develop a sustainable competitive advantage, such as the airline industry which is seeing fierce competition. This study examined the role of such strategies in enhancing the service experience of customers, resulting in customer loyalty intention (CLI) and subsequent engagement in positive word-of-mouth (WOM). Three-hundred sets of questionnaires were completed by airline passengers, who were approached at random, in Kuala Lumpur International Airport. A series of analyses was performed to determine the factors that significantly influence the airlines customers’ outcomes. The findings showed that perceived employee deep acting and perceived surface acting were significantly related to perceived customer orientation (PCO) and perceived service quality (PSQ), but in different directions. PCO and PSQ were observed to influence CLI, which was found to affect significantly WOM. We also discovered the partial mediator of CLI in both the relationships between PCO, PSQ, and WOM. Our findings suggest the need for airline managers to devise relevant strategies in enhancing the appropriate emotional displays by employees during service encounters because they affect customers’ behavioral responses.

Original languageEnglish
Pages (from-to)162-168
Number of pages7
JournalInternational Review of Management and Marketing
Volume6
Issue number7Special Issue
Publication statusPublished - 2016

Fingerprint

Customer perception
Service employees
Airlines
Word-of-mouth
Emotional labour
Customer loyalty
Loyalty intentions
Employees
Perceived service quality
Customer orientation
Factors
Airline industry
Service encounter
Mediator
Service organization
Service experience
Managers
Behavioral response
Airports
Questionnaire

Keywords

  • Emotional labour
  • Service orientation
  • Service quality

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

Behavioural consequences of customer perception on emotional labour among airline service employees. / Abd Aziz, Norzalita; Najafi, Bita; Al-Shuaibi, Ahmad Said Ibrahim; Shamsudin, Faridahwati Mohd.

In: International Review of Management and Marketing, Vol. 6, No. 7Special Issue, 2016, p. 162-168.

Research output: Contribution to journalArticle

Abd Aziz, Norzalita ; Najafi, Bita ; Al-Shuaibi, Ahmad Said Ibrahim ; Shamsudin, Faridahwati Mohd. / Behavioural consequences of customer perception on emotional labour among airline service employees. In: International Review of Management and Marketing. 2016 ; Vol. 6, No. 7Special Issue. pp. 162-168.
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