Content Details | NUML Online Research Repository

Content Details

Back to Department Listing

Title The empirical study of emotional labor on customer loyalty intentions with mediating role of perceived service quality, Commercial Banking sector, KP, Pakistan; mediating role of perceived service quality, Commercial Banking sector, KP, Pakistan

Author(s) Muhammad Kashif

Abstract Abstract Purpose: The purpose of this research was to examine the role of emotional labor in customer loyalty intentions. Furthermore, another objective of the study was to investigate mediation role of perceived service quality on the relationship between emotional labor and customer loyalty intentions. That is why atheoretical model of the effect of employee emotional labor on customer loyalty intentions having mediating role of perceived service quality has been developed and tested. Design/methodology/approach: Causal research design on quantitative collected data provided support for the hypotheses from a sample of 350 banks customers in Malakand division KP, Pakistan. Findings: The results showed that employee emotional labor dimensions such as deep acting and Surface acting differentially effect customers' loyalty intentions. Furthermore, the effect of Deep acting on customer loyalty intentions is more than effect of Surface acting. Researcher also investigate the potential mediating effect of perceived service quality on the relationship between emotional labor and customer loyalty intentions and find good support for such an effort from results. Keywords: Emotional labor, Employees deep and surface acting, Perceived service quality and Customer loyalty intentions.

Type Thesis/Dissertation MS

Faculty Management Sciences

Department Management Sciences

Language English

Publication Date 2018-10-05

Subject

Publisher

Contributor(s)

Format

Identifier

Source

Relation

Coverage

Rights