Emotional labor as a means of influencing the self-concept of consumers in service organization

Abstract

In service interactions the management of service employees’ emotion through emotional labor has gained prominence and is becoming an active method to affect consumers’ behavior. Several researches have indicated that self-concept of consumers affect their buying behavior. However there is not much research to explore the effect of emotional labor of the service employees on the self-concept of consumers. Based on literature, I have explored how emotional labor of the service employees influences the self-concept of consumers.