Mediating Effects of Emotional Labor in the relationships between Communication Ability and Customer Oriented Behaviors: Focusing upon Self-Employed Businessmen

소상공인 커뮤니케이션 능력과 고객지향적 행동 관계에서 감정노동의 매개효과

  • 문종현 (제주대학교 경영정보학과) ;
  • 이동철 (제주대학교 경영정보학과) ;
  • 김재필 (제주대학교 경영정보학과)
  • Received : 2016.01.04
  • Accepted : 2016.01.18
  • Published : 2016.03.28


The purpose of present study is to investigate mediating effects of emotional labor in the links between communication ability of small businessmen and customer orientation behavior. In detail, it is demonstrated both impacts of communication ability on customer orientation behavior and emotional labor (surface acting, deep acting), and of emotional labor (surface acting, deep acting) on customer orientation behavior. Furthermore, mediating effects of emotional labor (surface acting, deep acting) will be verified. The data for analysis was collected from 270 employees in small businessmen located in Jeju. The results are as follows. First, the main impacts of communication ability on customer orientation behavior and emotional labor (surface acting, deep acting) were statistically significant, in addition, emotional labor (surface acting) was positively associated with customer orientation behavior. Surface acting as a mediator was partially mediated the relation. The result will help to understand the importance for communication ability in small businessmen, and it suggests the crucial implecation in the communication study of service suppliers.


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