여행사 종업원의 긍정적 감정노동의 순수성이 고객 반응에 미치는 영향에 관한 연구

An Investigation of the Relationship between Travel Agency Employees' Authentic Positive Emotional Labor and Customer Reactions

Though the ultimate goal of employees' emotional labor is to maximize profits through customer satisfaction, few research has investigated the concept from the customer's perspective and the nature of it(i.e., authentic vs inauthentic). The aim of this study was to examine the influence of employees' authentic emotional labor on customers' reactions(i.e., customer evaluation on employees, emotional state, and customer satisfaction). A structured on-site survey was conducted with a convenient sample of people who visited travel agencies in Busan(n=202). The result revealed that employees' authentic emotional labor was positively correlated with all of customers' reactions(p<.05). Discussions and implications of the result were proposed.