Study On The Relationship Between Emotional Labor And Customer Loyalty Of Commercial Bank Employees

With the regulation of the national macro-economy policy, the market of our country has changed from seller’s market to buyer’s market. Banking has faced with the great challenge of survival and development. Customers become the dominant in the relationship between banks and customers, which means that customers demand more tailoring and value-added service to meet their needs. Customer’s decision will be greatly influence by the service personnel’s attitude and the service skill. Emotional labor will affect customer evaluation and future repurchase intention, customer evaluation is satisfied or not satisfied, the future repurchase intention is the main performance of customer loyalty. Consequently, it is of practical significance to explore the relationship between emotional labor and customer loyalty.In this paper, we study the influence of emotional labor on customer loyalty by the first line service personnel and customers. In the literature and understanding on the basis of relevant theories, clarifying the connotation of model variables; and improved, clear on the operational definition of variables and measurement, then put forward the research hypothesis, research design; the use of descriptive statistical analysis, factor analysis, independent samples T test, one-way anova analysis, correlation analysis, regression Analysis analysis of statistical methods for survey data analysis, to investigate the effect of emotional labor on customer loyalty, and customer satisfaction are between emotional labor and customer loyalty has a mediating role; based on the research conclusions and puts forward some suggestions, for commercial banks to improve customer loyalty based on the perspective of emotional labor provide theoretical support and practical reference.Specific research results are as follows:First, female employees are better at surface layer and deep layer camouflage than men. The deep layer of camouflage at different ages has significant differences, the age is elder, more choice of deep camouflage. There are significant differences in the surface layer and deep layer of the service personnel with different educational level, the higher the standard of culture, the higher the customer satisfaction and customer loyalty. Second, the surface layer is significantly negatively correlated with the customer satisfaction, and the deep layer is positively correlated with customer satisfaction, and the natural behavior is positively correlated with customer satisfaction. The surface layer is significantly negatively correlated with customer loyalty; deep layer is positively correlated with customer loyalty; natural behavior is positively correlated with customer loyalty; customer satisfaction is positively correlated with customer loyalty. Third, there is a complete mediating effect between customer satisfaction and customer satisfaction. Customer satisfaction has a partial mediating effect between deep disguise and customer loyalty. Customer satisfaction has a complete mediating effect on natural behavior and customer loyalty.