Two studies examined whether employees’ emotional labor as perceived by customers, moderates the relationship between customers’ participation and money spent. In Study I, 30 in-depth interviews were conducted with customers to examine participation during shopping as well as customers’ awareness of their service employees’ behaviors. The interviews revealed two types of customer participation: emotional engagement and physical effort. Based on Study I, Study II investigated 114 customers, and the moderating role of perceived employees’ emotional labor on the relationships between customer participation and spending money. Even when customers were highly involved in the purchasing process, they spent less money when they observed employee inauthenticity as manifested in Surface Acting. However, Deep Acting positively moderated the relationship between customer participation and spending money. These findings help shed light on the circumstances in which customer participation is strengthened (leading to greater spending) or weakened.
|Number of pages||18|
|Journal||Service Industries Journal|
|State||Published - 10 Jun 2016|
Bibliographical notePublisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.
- Customer participation
- co-creation value
- emotional labor
- employee effort
ASJC Scopus subject areas
- Strategy and Management
- Management of Technology and Innovation