Analysis of emotional labour differences according to general characteristics of fashion store salesperson

Gihyung Kim and Seunghee Lee

Journal of Global Fashion Marketing, 2020, vol. 11, issue 3, 250-269

Abstract: This study empirically analyses emotional labour differences by classifying the general characteristics of fashion store salespersons into three industry-specific categories: demographic characteristics, job characteristics, and brand characteristics. The variables of emotional labour were examined according to its elements (surface acting and deep acting), antecedents (positive affectivity, negative affectivity, job autonomy, and customer incivility), and consequences (emotional exhaustion, depersonalization, turnover intention, self-efficacy, and job satisfaction). The participants of this study were fashion salespersons aged 20 or older, engaged in the fashion retail business of clothing and fashion goods in Seoul and Gyeonggi Province. A total of 320 valid questionnaires were used for our statistical analysis. Based on the results of this study, strengthening the capacity of fashion salespeople and the competitiveness of the retail industry by developing support programs and creating awareness of the negative effects of emotional labour will lead to the qualitative growth of the service industry.

Date: 2020
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DOI: 10.1080/20932685.2020.1754270

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