Exploring the Impact of Emotional Work Strategies on Emotional Burnout and Customer Orientation: The Moderating Role of Cultural Intelligence

Authors
Nahid Amrollahi biuki 1
Mohammad Reza Dehghan Mongabadi 2
Mohammad Shaker Ardakani 1
Azam Nazari Dehaghi 3
1 Department of Managment, Faculty of Humanity and Social Sciences, Ardakan University
2 Ardakan University
3 Researcher of tourism management, instructorComprehensive University of Applied Sciences, Prestige Land City Center, Isfahan
Abstract
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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Grandey, A. A. (2000). Emotion Regulation in the Workplace: A New Way to Conceptualize Emotional Labor. Journal of Occupational Health Psychology, 5 (1), 95–110. https://doi.org 10.1037//1076-8998.5.1.95
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Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1):115-135. [DOI:10.1007/s11747-014-0403-8]
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Jackson, S.E., & Maslach, C. (1981). The Measurement of Experienced Burnout. Journal of Organizational behavior, 2 (2), 99 – 113. [DOI:10.1002/job.4030020205]
Jeung, D.Y., Kim, C., & Chang, S.J. (2018). Emotional Labor and Burnout: A Review of the Literature. Yonsei Med J, 59(2), 187–193. [DOI:10.3349/ymj.2018.59.2.187]
Jeung, D.Y., Kim, C., & Chang, S.J. (2018). Emotional Labor and Burnout: A Review of the Literature. Yonsei Med J, 59(2), 187–193. [DOI:10.3349/ymj.2018.59.2.187]
Kariou,A., Koutsimani,P., Montgomery, A., & Lainidi, O (2021). Emotional Labor and Burnout among Teachers: A Systematic Review. International Journal of Environmental Research and Public Health, 18 (23), 12760. [DOI:10.3390/ijerph182312760]
Kariou,A., Koutsimani,P., Montgomery, A., & Lainidi, O (2021). Emotional Labor and Burnout among Teachers: A Systematic Review. International Journal of Environmental Research and Public Health, 18 (23), 12760. [DOI:10.3390/ijerph182312760]
Kim, T. Y., Gilbreath, B., David, E.M. & Kim, S. P. (2019). Self-verification striving and employee outcomes: The mediating effects of emotional labor of South Korean employees. International Journal of Contemporary Hospitality Management, 31 (7), 2845–2861. [DOI:10.1108/IJCHM-08-2018-0620]
Kim, T. Y., Gilbreath, B., David, E.M. & Kim, S. P. (2019). Self-verification striving and employee outcomes: The mediating effects of emotional labor of South Korean employees. International Journal of Contemporary Hospitality Management, 31 (7), 2845–2861. [DOI:10.1108/IJCHM-08-2018-0620]
Kong, L. L., Ma, Z. Q., Ji, S. H., & Li, J. (2020). The mediating effect of empathy on the relationship between cultural intelligence and intercultural adaptation in intercultural service encounters. The Journal of Asian Finance, Economics and Business, 7(2), 169-180. [DOI:10.13106/jafeb.2020.vol7.no2.169]
Kong, L. L., Ma, Z. Q., Ji, S. H., & Li, J. (2020). The mediating effect of empathy on the relationship between cultural intelligence and intercultural adaptation in intercultural service encounters. The Journal of Asian Finance, Economics and Business, 7(2), 169-180. [DOI:10.13106/jafeb.2020.vol7.no2.169]
Lam, R., Cheung, C., & Lugosi, P. (2022). The impacts of cultural intelligence and emotional labor on the job satisfaction of luxury hotel employees, International Journal of Hospitality Management, 00(25), 25-39. [DOI:10.1016/j.ijhm.2021.103084]
Lam, R., Cheung, C., & Lugosi, P. (2022). The impacts of cultural intelligence and emotional labor on the job satisfaction of luxury hotel employees, International Journal of Hospitality Management, 00(25), 25-39. [DOI:10.1016/j.ijhm.2021.103084]
Lechner, A. T., & Paul, M. (2019). Is this smile for real? The role of affect and thinking style in customer perceptions of frontline employee emotion authenticity. Journal of Business Research, 94, 195–208.
Lechner, A. T., & Paul, M. (2019). Is this smile for real? The role of affect and thinking style in customer perceptions of frontline employee emotion authenticity. Journal of Business Research, 94, 195–208.
Lee, L., & Madera, J. M. (2019). Faking it or feeling it: The emotional displays of surface and deep acting on stress and engagement. International Journal of Contemporary Hospitality Management, 31(4), 1744–1762. [DOI:10.1108/IJCHM-05-2018-0405]
Lee, L., & Madera, J. M. (2019). Faking it or feeling it: The emotional displays of surface and deep acting on stress and engagement. International Journal of Contemporary Hospitality Management, 31(4), 1744–1762. [DOI:10.1108/IJCHM-05-2018-0405]
Lee, J. J., Ok, C. M., & Hwang, J. (2016). An emotional labor perspective on the relationship between customer orientation and job satisfaction. International Journal of Hospitality Management, 54, 139–150. [DOI:10.1016/j.ijhm.2016.01.008]
Lee, J. J., Ok, C. M., & Hwang, J. (2016). An emotional labor perspective on the relationship between customer orientation and job satisfaction. International Journal of Hospitality Management, 54, 139–150. [DOI:10.1016/j.ijhm.2016.01.008]
Lee, J., Ok, C. M., Lee, S. H., & Lee, C. K. (2018). Relationship between emotional labor and customer orientation among airline service employees: Mediating role of depersonalization. Journal of Travel Research, 57(3), 324–341. [DOI:10.1177/0047287517696978]
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