Women Sales Personnel’s Emotion Management

Abstract

The goal of this study is to examine the antecedents and outcomes of emotional labor from women sales personnel in the clothing industry. Despite the growing number of people working in the service sector, relatively little empirical research has examined the effects and outcomes of emotional labor with an integrated research model. Based on the previous literature, this study designed a research model analyzing structural equation modeling in which women sales personnel were faced with emotional labor. Data from 239 employees revealed that emotional labor was significantly affected by employee affectivity, job autonomy, and customer incivility. This study found that the surface acting affected by employee affectivity and customer incivility was significantly related to turnover intention and burnout. Also, the deep acting affected by job autonomy was significantly related to self-efficacy and turnover intention. Theoretical and practical implications of the findings and future directions are discussed.