کنکاشی پیرامون تأثیر راهبردهای کار عاطفی بر فرسودگی عاطفی و مشتری مداری: تبیین نقش تعدیل‌گری هوش فرهنگی

نویسندگان
ناهید امراللهی بیوکی 1
محمدرضا دهقان منگابادی 2
محمد شاکر اردکانی 1
اعظم نظری دهقی 3
1 گروه اقتصاد، مدیریت و حسابداری دانشگاه اردکان
2 دانشگاه اردکان
3 گروه گردشگری و هتلداری دانشگاه علمی کاربری پرستیژ لند سیتی سنتر اصفهان
چکیده
عواطف افراد، نحوه ابراز احساسات و نمایش عاطفی در هر صنعت خدماتی از اهمیت فزاینده‌ای برخوردار است. صنعت مهمان­نوازی به­عنوان صنعتی خدماتی، بسیار حساس بوده و متقاضیان آن با انتظارات مثبت به‌مظور کسب تجربه اقامت مناسب، به‌هتل­های انتخابی خود می­روند. توجه به‌کار عاطفی و هوش فرهنگی، کلیدی برای اطمینان از رفتارهای متفاوت بین فرهنگی است. پژوهش حاضر با هدف کنکاشی پیرامون تاثیر راهبردهای کار عاطفی بر فرسودگی عاطفی و مشتری­مداری و تبیین نقش تعدیل­گری هوش فرهنگی انجام شده‌ که از نظر هدف، کاربردی و از حیث روش، توصیفی-همبستگی با رویکرد کتابخانه­ای-میدانی بود. جامعه مورد مطالعه، هتل­های شهر یزد که تعداد کل آن­ها 57 هتل و تعداد شاغلین آن­ها، 855 نفر بود. 319 نفر از کارکنان هتل­ها با روش نمونه گیری خوشه ای انتخاب شدند و به پرسش­نامه­ها پاسخ کامل دادند. به‌منظور تجزیه و تحلیل داده‌ها از رویکرد مدل‌یابی معادلات ساختاری با بهره‌گیری از نرم­افزار AMOS استفاده شد. نتایج بدست آمده نشان داد که راهبرد بازیگری سطحی بر فرسودگی عاطفی تأثیر مثبت و معناداری دارند. راهبردهای بازیگری عمیق و بازیگری اصیل بر فرسودگی عاطفی تأثیر منفی و معناداری دارد. راهبردهای بازیگری عمیق و بازیگری اصیل بر مشتری­مداری تأثیر مثبت و معناداری دارند. راهبردهای بازیگری سطحی بر مشتری­مداری تأثیر منفی و معناداری دارد. هوش فرهنگی رابطه بین راهبرد بازیگری سطحی بر فرسودگی عاطفی و مشتری­مداری را تعدیل می­کند.
کلیدواژه‌ها
راهبردهای کار عاطفی
فرسودگی عاطفی
مشتری‌مداری
هوش فرهنگی

عنوان مقاله English

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

نویسندگان English

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
چکیده English

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.


کلیدواژه‌ها English

emotional work strategies
emotional burnout
Customer Orientation
cultural intelligence
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Barkhordari, A., Malmir, B., & Malakoutikhah, M. (2019). An Analysis of Individual and Social Factors Affecting Occupational Accidents. Safety Health Work, 10(2), 205–212. [DOI:10.1016/j.shaw.2019.01.002]
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آینده پژوهی مدیریت منابع انسانی
دوره 1، شماره 1
بهار 1405
صفحه 22-40