Casual Relationship among Emotional Labor, Burnout and Customer Orientation

Kim, Young-Jin; 이인재; 김정아

Journal of Tourism Sciences

Abbr : JTS
2011, 35(5), pp.319-340
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Kim, Young-Jin ¹, 이인재 ², 김정아 ³

¹광주대학교
²경원대학교
³경원대학교

ABSTRACT

This study examined the causal relationship among emotional labor, burnout and customer orientation. Data were collected from 396 airline industry service employees by a purposeful sampling method from October to November in 2009. Results of a structural equation model analysis showed that there was a significant influence of emotional labor on burnout. Specifically, while the surface acting made a significant positive effect on burnout, deep acting made negative effect on it. Results also indicated that burnout made a statistically significant negative effect on customer orientation. Furthermore, among the three sub-dimensions of burnout, depersonalization and reduced personal accomplishment made significant negative impacts on customer orientation, while emotional exhaustion was not found to be significantly related to customer orientation. Finally, emotional labor had a significant negative effect on customer orientation. Results of this study support the alienation hypothesis and clarifies conflict results of previous studies on the relationship among emotional labor, burnout and customer orientation.
KEYWORDS

Emotional labor, Burnout, Customer orientation, Alienation hypothesis, Facial feedback hypothesis
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