Big data augments emotional labour and organisational outcomes

Abstract

Marketing managers and practitioners believe that effective emotional labour strategy and big data techniques are essential elements for firms to optimise customer service encounters. However, no common understanding of emotional labour in a big data context exists, and knowledge about how big data techniques affect emotional labour's service delivery is limited. In this study, I use emotional regulation and role/script theories to propose ways in which surface acting decreases and deep acting increases customers' perceived customer orientation (PCO), resulting in enhanced word of mouth (WOM). Because big data analytics tools provide information to shield employees from emotional dissonance and depletion, this study further proposes that big data analytics will augment the aforementioned benefits. However, the influence of big data analytics may depend on a firm's data verification ability. Lastly this study suggests that firms strengthen their data verification capability to achieve the big data bonus.