Emotional labor in a non-isolated service encounter - The impact of customer observation on perceived authenticity and perceived fairness

Stephan Olk, Lindenmeier, Jörg, Dieter K. Tscheulin and Adnan Zogaj

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Emotional labor is a frequently discussed topic in the service literature because of its varying effects on customers' evaluation processes. Previous research has primarily investigated the effects of emotional labor from an employee-customer perspective. This article considers customer copresence and argues that the observed interaction between an employee and another customer affects the focal customer's evaluation process. An extended customer-employee-customer model is presented and empirically tested in a pharmacy setting. The findings show that distinctive emotional labor affects customers' perceptions of authenticity and fairness. This study presents a more nuanced account of the effectiveness of emotional labor and provides managers with advice to enhance point-of-sale interactions.

Keywords: Service encounter; Emotional labor; Perceived authenticity; Perceived fairness; Observed interaction; Customer copresence (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313242

DOI: 10.1016/j.jretconser.2020.102316

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