Journal of Human Resource Management Future Studies
Nahid Amrollahi biuki * 
, Mohammad Reza Dehghan Mongabadi , Mohammad Shaker Ardakani , Azam Nazari Dehaghi
, Mohammad Reza Dehghan Mongabadi , Mohammad Shaker Ardakani , Azam Nazari Dehaghi
Department of Managment, Faculty of Humanity and Social Sciences, Ardakan University
Abstract: (3 Views)
Emotions, expressions of those emotions, and emotional displays are crucial in the service industry. The hospitality sector, in particular, is sensitive, as customers arrive at hotels with positive expectations, hoping for an enjoyable stay. Attention to emotional labor and cultural intelligence is essential for navigating diverse cross-cultural behaviors. This research aimed to explore emotional work strategies concerning emotional burnout and customer orientation, while also examining the moderating role of cultural intelligence. A descriptive correlational design was employed, using a library-field approach, focusing on hotels in Yazd city, which has a total of 57 establishments and 855 employees. Of these, 319 hotel employees provided complete responses to the questionnaires. Structural equation modeling was used to analyze the data, employing AMOS software. The results revealed that the surface acting strategy has a positive and significant effect on emotional exhaustion, while deep acting and authentic acting strategies significantly reduce emotional exhaustion. Additionally, emotional work strategies (surface acting, deep acting, and authentic acting) positively and significantly influence customer orientation. Cultural intelligence moderates the relationship between surface acting and both emotional burnout and customer orientation.
Keywords: emotional work strategies, emotional burnout, customer orientation, cultural intelligence.
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