호텔종사원의 브랜드동일시와 서비스상품 가치지각이 감정부조화 및 친고객 역할수행에 미치는 영향

The Effects of Hotel Employees’ Brand Identification and Service Value Perception on Emotional Dissonance and Pro-Customer Role Performance

Service providers’ emotional state at the hotel service counter is an essential factor that plays a critical role in determining the quality of the customer service. Hotel employees’ heart-felt responses to the customer needs add a personal touch to the employees’ job performances and consequently enhance their service commitment. This study investigated the antecedents and consequences of hotel service employees’ emotional dissonance. The results indicated that brand identification and service value perception have significant suppressing effects on service employees’ emotional dissonance. This study also examined the path that emotional dissonance leads to passive pro-customer behavior of hotel service employees. It found the significant mediating effects of depersonalization between emotional dissonance and voluntary pro-customer role performance.