Abstract
This conceptual paper discusses the management of the emotional labour of front-line customer service employees of public and private hospitals in Bangladesh. This paper recognises the link between service encounters and customer satisfaction, and critically discusses the concepts of emotional labour, soft skills and aesthetic skills in an attempt to explain the problems associated with the use of these terms. By providing some recommendations about overcoming the challenges of managing the front-line employees, this paper suggests that the appropriate management of emotional labour and aesthetic skills through the implementation of Human Resource Management practices illuminates the organisation’s route to success.
Highlights
“It is only at the first encounter that a face makes its full impression on us” (Arthur Schopenhauer)
Empirical studies have found a correlation between high quality service encounters and organisations’ success and survival in the healthcare sector [4] [5]
Given the important link between service encounters and customer satisfaction in the interactive service sector, this paper critically examines some of the challenges facing the management of the front-line customer service personnel of public and private hospitals in Bangladesh
Summary
“It is only at the first encounter that a face makes its full impression on us” (Arthur Schopenhauer). Given the important link between service encounters and customer satisfaction in the interactive service sector, this paper critically examines some of the challenges facing the management of the front-line customer service personnel of public and private hospitals in Bangladesh. It discusses the concept of emotional labour, soft skills, and aesthetic skills, and attempts to explain the problems associated with managing these terms. With good look and good behaviour, front-line personnel potentially offer a competitive advantage in relation to both the process of service and the service encounter, and become an integral part of the tangible product embodying the image of the company [24]
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