多观点情绪劳动对顾客价值共创行为的作用路径研究

The Effect Path Research on Multi-perspectives of Emotional Labor and Customer Value Co-creation Behavior

本文聚焦我国文化背景,集成情绪劳动三个观点,即侧重内心状态观点(情绪失调、情绪和谐)、心理加工观点(表层表演、深层表演)和行为表达观点(伪装情绪表达、抑制情绪表达和真实情绪表达),探讨三种观点之间及是否经顾客忠诚意向影响顾客价值共创行为。通过对321员工-顾客样本的调研与数据分析,研究结果表明:除情绪失调未能显著影响深层表演外,服务员工内心的情绪失调引发表层表演,进而促使外表以伪装情绪和抑制情绪等方式向顾客表达自己的情绪,服务员工内心情绪和谐直接显著正向影响真实情绪表达;服务员工三种情绪行为表达的方式中,伪装情绪表达和真实情绪表达显著促进顾客忠诚意向,进而顾客忠诚意向显著影响顾客价值共创行为。

We focus on China culture context and integrate three emotional labor perspectives, i.e., inner states perspective （emotional dissonance, emotional fit ）, psychological processing perspective （ surface acting, deep acting） and behavioral expression perspective （faked emotion expression, suppressed emotion expression and genuine emotion expression）. Then we discuss the relationship among the three perspectives, and whether they have effect on customer value co-creation behavior via customer loyalty intention. Through 321 cus- tomer samples＇ investigation and data analysis, Our research results show that ： besides the hypothesis of deep acting and emotional dissonance, the emotional dissonance of service employee causes surface acting, which in turn promotes faked emotion expression and suppressed emotion expression ; the emotional fit of service employee has direct effect on genuine emotion expression ; among three emotional expression of service employee, faked emotion expression and suppressed emotion expression promote customer value co-creation behavior via customer loyalty intension.