Abstract
The purpose of this study is to present implications of various perspectives on employees" authenticity. Internal marketing mix provided by the firm affects employee emotional labor, reward system and intercommunication. They have positive effects on decrease of emotional labor of employees. In addition, organizational authenticity has an important role in affecting employees" emotional labor. It is not only perceived by the relationship between the customer and the employee, but also the employee can perceive the authenticity of the internal marketing provided by the organization. As a result, organizational authenticity moderated effects of internal marketing mix on emotional labor and employee authenticity. In addition, employee authenticity has a positive effect on firm performance. As a result, employee authenticity has a positive relationship on employee happiness through customer happiness and job satisfaction.
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