Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Sales People as Emotional Laborers: Psychological And Behavioral Outcomes

  • Park, JungKun ((The University of Tennessee, Knoxville), College of Technology, University of Houston) ;
  • Yoo, Weon Sang ((University of British Columbia), Korea University Business School) ;
  • Rutherford, Brian ((Georgia State University), Department of Marketing and Professional Sales, Kennesaw State University)
  • Received : 2013.08.18
  • Accepted : 2015.01.05
  • Published : 2015.01.31
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Abstract

Ever since Hochschild (1983) introduced the concept of emotional labor in the workplace, it has constantly interested researchers due to its impact on employees' well-being as well as organizational outcomes. However, a thorough understanding of emotional labor and its relationship with various outcomes in sales people is not yet realized. In a systemic approach to the concept using quantitative methods is still necessary. The present study treats emotional labor as two factors (e.g. emotive dissonance and emotive effort). The psychological and behavioral outcomes of each sub-construct of emotional labor are investigated within a parsimonious framework. The findings suggest that emotional dissonance affected job satisfaction, while emotive effort had a significant influence on emotional exhaustion and job performance.

Keywords

Acknowledgement

The research reported is funded by the Social Science Korea (SSK) Research Grant of the National Research Foundation of Korea, and the authors would like to thank the National Research Foundation of Korea for supporting their research project (Project No. #B00096).

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