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Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India
, Deepti Bhatnagar, Premilla D'cruz, Ernesto Noronha
Published in Elsevier
Volume: 47
Issue: 2
Pages: 204 - 212
With the increasing importance of customer service in sustaining competitive advantage, one of the challenges before the organizations is how to motivate their employees to perform desired emotional labor during customer interactions. The present study examines the linkage between perceived external prestige and emotional labor strategies among the pharmaceutical representatives in India. Drawing from the social comparison theory and social identity theory, the study shows that perceived external prestige influences employees’ emotional labor strategies directly as well as through organizational identification. Contributions of the study to theory and to human resource management practices are discussed.
About the journal
JournalData powered by TypesetJournal of World Business
PublisherData powered by TypesetElsevier
Open AccessNo
Concepts (3)
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    Business and international management
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