항공사 객실승무원의 감정표현규범에 따른 감정노동이 고객지향성에 미치는 영향

The Effect of Emotional Labor by Emotional Display Rules of Airline Cabin Crew on Customer Orientation

This study provides the importance of designing display rules to ease emotional labor of airline cabin crew and a preview point of a way of increasing the customer orientation so that it will be useful to establish a strategy for organization management of airline cabin crew. As the result of regression analysis, it was adopted by three hypotheses; that Emotional display rules of the airline cabin crew have a meaningful effect on emotional labor Hypothesis 1, emotional labor has a meaningful effect on customer orientation Hypothesis 2, Emotional display rules has a meaningful effect on customer orientation Hypothesis 3. The findings from the analysis shows when the cabin crew performs emotional labor and customer orientation by display rules will be increased if airlines constantly modify and complement customer handling manuals at current point by the process of recognizing whether the problems occur or not and correction of them.. And regardless of a performing way of cabin crew's emotional labor, it showed that deep acting and surface acting both have a positive effect on customer orientation. Therefore this result suggests that cabin crew as well as airlines should look and evaluate it with a positive view although emotional labor has been considered with a negative view until now.