Relationship Between Emotional Labor And Customer Value Co-creation Behavior:Based On Customer Engagement

Thanks to the development of Internet,cloud technology,science and technology,information collection and sharing ways have changed dramatically.Due to the way customers access information changes,companies need to make more interaction and communication to customers.The father of modern management Peter Drucker in ?Managing the Future? points out that “reciprocity” will become the core principles of international economic integration,and the trend is irreversible.For enterprises,interacting with customer initiative,looking for complementarity between customers,understanding what way the customers like and get used to,so that customers can participate in interactive,build community-based network of relationships.With the customer role varies from passive to active converter,creating value together with customers has become the only way for enterprises to enhance the core competitiveness.The paper based on the perspective of service dominant logic and consumption field,analyzes the connotation of customer value,defines the concept of customer value co-creation behavior,and analyzes the dimensions of employee emotional labor and customer engagement.The paper build a relationship model for employees' emotional labor effecting customers co-create value,in which customer engagement is an intermediate variable.This paper chooses the customer services industry which is more sensitive to the customer value,and different from other industries,there are pluralistic interaction between the “product” and “customer”,“employee” and “customer”.Services industry pay more attention to the relationship between “employee” and “customer”,and the service also have the "invisible,difference,inseparability" feature,so the interacts between employees and customers can produce customer value.And the paper proposes five assumptions,that is “mood disorder significant positive impact of customer participation,emotional effort and significantly influences customer participation,customer participation a significant positive impact on the creation of customer practical value,the customer involved in a significant positive impact on the creation of customer experience value,customer perceived practical value significantly positive impact on customer perception of the value of experience”,and in a sample of hair industry,using structural equation on five assumptions verify,and finally verify “significant positive impact of customer participation customer experience to create value” does not hold,the remaining four assumption.Innovation thesis of this paper is under the perspective of customer engagement in interaction theory of enterprises and customers,combining the basic theory of customer value and customer value co-creation behavior,integrated analyzing different points of value co-creation,customer engagement and emotional labor,and discussing the relationship between emotional labor and customer value co-create behavior,in order to clearly reflect the path,strength and function on different dimensions of emotional effect the customer value co-creation behavior at different levels.This research has important theoretical and practical value,and provide the basis of business management.