Does the Emotional Labor of the Service Employee Affect the Self-concept of the Consu

[bonddonraj]

In service interactions the management of service employee’s emotion through emotional labor has gained prominence and is becoming an active method to affect consumer’s behavior. Several researches have indicated that self-concept of the consumer affects their buying behavior. However there is not much research to evaluate the effect of emotional labor of the service employee on the self-concept of the consumer. Based on review of literature, this paper tries to answer whether emotional labor of the service employee affects the self-concept of the consumer.