Competence to regulate customers’ emotions, interaction behaviors with customers, and the mental well-being of frontline employees: a study of consulting services in Vietnam

Abstract

Frontline employees’ (FLEs) competence to regulate customers’ emotions is crucial for their task performance, which subsequently leads to better service value for customers. This study looks at how such competence affects FLEs’ relational and individualized interaction behaviors and the impacts of such behaviors on their job satisfaction and mental well-being. Data was gathered from a survey of 263 FLEs in Vietnam that provide consulting services, such as financial, legal, and IT consultation, and was then analyzed using structural equation modeling. The findings show that FLEs who are competent in regulating customers’ emotions are better able to engage in relational and individualized interaction behaviors, which in turn improves their job satisfaction and mental well-being. The study provides businesses with the basis for selecting FLEs with the right competencies for frontline roles and to offer FLEs the right forms of assistance.