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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.
Journal | International Marketing Conference on Marketing & Society |
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Publisher | Semantic Scholar |
Open Access | No |