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Front. Psychol. | doi: 10.3389/fpsyg.2019.00370

Relationship Bonds and Service Provider’s Emotional Labor: Moderating Effects of Collectivism

 Myoung Soung Lee1,  Sang-Lin Han1*, Suji Hong1 and Hyowon Hyun1
  • 1Hanyang University, South Korea

Since service providers directly conduct emotional labor to customers, it is important to identify the factors influencing emotional labor of service providers. Even though the studies identifying the predisposing factors influencing emotional labor are taking place, there is no empirical evidence confirming how relationship bonds, which have been established between corporations and service providers, are related to emotional labor. This study examined the influences of relationship bonds on emotional labor through person-organization fit (P-O fit) and the moderating effects of collectivism between P-O fit and emotional labor. Analysis was conducted by performing questionnaire surveys targeting 365 employees in the financial industry. As a result of the analysis, it has been found that financial bonds, social bonds, and structural bonds enhanced P-O fit and P-O fit improved deep acting. In addition, this study identified that collectivism of service providers strengthened the influence of P-O fit toward deep acting. This study not only suggested the empirical evidence identifying the process of relationship bonds influencing emotional labor but also expanded the scope of study by examining moderating roles of collectivism in cultural psychology aspect.

Keywords: Emotional labor, collectivism, Service provider, relationship bond, Person-organisation Fit (P-O fit)

Received: 14 Sep 2018; Accepted: 06 Feb 2019.

Edited by:

Ki-Joon Back, University of Houston, United States

Reviewed by:

Gilbert E. Franco, Beacon College, United States
Juan M. Madera, University of Houston, United States  

Copyright: © 2019 Lee, Han, Hong and Hyun. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Prof. Sang-Lin Han, Hanyang University, Seoul, 133-791, South Korea, slhan@hanyang.ac.kr