A Multi-Level, Multi-perspective Investigat- Ion Of Service Orientation, Emotional Labor And Customer Value-coreation Behavior

As hospitality market competition increases, the core advantage of hospitality firm is making customer have delight experience, enhancing customer satisfaction and loyalty, and retaining customer. However, the big chance that hospitality firm promote customer performance and build competition advantage is through providing customer for high quality of hospitality service. The quality of employee-customer interaction is an important driving factor of high quality of hospitality service. Some hospitality firm leaders view it as a strategic weapon that can win the competition. In the employee-customer interaction, hospitality firm, employee and customer can enhance the customer experience, promote customer performance and achieve the firm object. Then, researchers focused service orientation, emotional labor and customer value co-creation behavior, which is from firm, employee and customer’s perspective respectively. The aim of them is to build customer performance determination theory and provide theory guide for hospitality firm leaders. Although the customer determination performance determination theory which based on service orientation, emotional labor and customer value co-creation behavior has made some progress, it has some limitations and shortcomings. For example, existing researches focused western cultures. In the employee-customer interaction, employee and customer’s emotion, attitude and behavior have obvious difference in the different cultures. We discuss customer performance determination theory which based on service orientation, emotional labor and customer value co-creation behavior in the Chinese culture, which can enhance its theory university and provide more accurate theory guide for Chinese hospitality firm leaders. In addition, service orientation, emotional labor or customer value co-creation behavior researchers focused its area and discussed how each of them had effect on customer performance. We combine service orientation, emotional labor and customer value co-creation behavior and study the mechaism of them, which can enhance customer performance at geater level and promote the three independent theories to become a customer determination theory system which based on service orientation, emotional labor and customer value co-creation behavior. That makes customer determination theory more systematizing and accurate and increases customer determination theory’s explanatory and prediction power to customer performance.Then, it is very neccsary and meaningful to focuse Chinese cultures, combine service orientation, emotional labor and customer value co-creation behavior and discuss the mechanism between them. But in the process of disclosing the mechanism of service orientation, emotional labor and customer value co-creation behavior, some problems deserve futher discussing:service orientation includes two perspectives, i.e., personal service orientation and organizational service orientation, how do they affect emotional labor in common? What is the effect mechanism between emotional labor and customer value co-creation behavior? Emotional labor includes three perspectives, inner state perspective, psychological process perspective and behavior expression perspective, how do they affect customer value co-creation behavior in common?In order to solve the three problems, we perform three studies. Main job is summarized as follow:(1) We have discussed the multi-level effect mechanism of service orientation on emotional labor. We investigated 93 hospitality firm managers and 760 customer contact employees in 31 hospitality firm and used HLM multi-level analytic tool, data result show that:autonomous motivation, introjected motivation and organizational service orientation have positive effect on personal service orientation; personal service orientation has positive effect on deep acting; in addition, organizational service orientation and extrinsic motivation interplay to decrease personal service orientation. Lastly, personal service orientation has mediated moderation effect of organizational service orientation with extrinsic motivation on deep acting, i.e, the mediated moderation effect of personal service orientation.(2) We have discussed the multi-level effect mechanism of emotional labor on customer value co-creation behavior. We investigated 293 valid customer samples, and used AMOS structural equation analytic tool, research results show that:surface acting, deep acting have positive effect on the two dimensions of customer value co-creation behavior, namely, customer participation behavior and customer citizenship behavior; emotional value has mediate effect between deep acting and customer participation behavior. It also has mediate effect between deep acting and customer citizenship behavior.(3) We discussed the relationships aomong multi-perspective of emotional labor and the effect path of multi-perspective of emotional labor on customer value co-creation behavior. Through 321 employee-customer pair samples’investigation and data analysis, Our research results show that:besides the hypothesis of deep acting and emotional dissonance, the emotional dissonance of service employee causes surface acting, which in turn promotes faked emotion expression and suppressed emotion expression; among three emotional expression of service employee, faked emotion expression and geuine emotion expression promote customer participation behavior via customer loyalty intension; faked emotion expression and geuine emotion expression promote customer citizenship behavior via customer loyalty intention.