Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India

Sushanta Kumar Mishra, Deepti Bhatnagar, D’Cruz, Premilla and Ernesto Noronha

Journal of World Business, 2012, vol. 47, issue 2, 204-212

Abstract: With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.

Keywords: Perceived external prestige; Organizational identification; Emotional labor; Pharmaceutical representatives; India (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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DOI: 10.1016/j.jwb.2011.04.007

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