The Influence Of Civil Servants’ Negative Emotional Expression Rules On Customer Orientation

The customer-oriented concept first appeared and applied to marketing,providing the internal working values for employees.In the 1970 s,Western countries launched a vigorous new public management campaign,introducing customer-oriented values in marketing into the field of public management.Since the 18th National Congress of the Communist Party of China(CPC),in order to build a service-oriented government satisfying the people,China has actively changed its thinking from "management" to "people-oriented" and from management to service.As a member of the government’s operation,the individual service consciousness represents the service attitude of the government.In order to improve the credibility of the government,civil servants need to change their traditional work concepts,improve their own sense of service,and truly serve the people wholeheartedly.The existing customer-oriented value research focuses in the field of marketing,and the research on customer-oriented value of civil servants in the public service field is still scarce.Based on the cybernetic model,the influence of negative emotion expression rules on the customer orientation,based on the emotion regulation theory and cognitive disorder theory,explores the intermediary mechanism between the deep performance strategy and the negative emotion expression rules and the customer orientation,and explores the regulatory role of organizational support based on the PM theory.This study conducted in-service civil servants and recovered 516 valid questionnaires.This study collated and analyzed the collected data,conducted the relevant analysis and intermediary effect and adjustment effect test on different variables,and finally tested the hypothesis of this paper based on the empirical results.Through empirical analysis,the following conclusions are obtained:(1)the negative emotion expression rules can positively predict the customer orientation;the(2)deep performance plays an intermediary role between the negative emotion expression rules and the customer orientation;the(3)organization supports the direct role of the negative emotion expression rules on the customer orientation;and(4)the organization supports the regulating role in the intermediary role of the deep performance.This study further complements and enriches the research on the civil servant customer-oriented formation mechanism,providing management suggestions and reference for effectively improving the emotional work situation of civil servants and guiding civil servants to adopt deep performance strategies,in order to effectively improve the credibility of the government and build a service-oriented government satisfied with the people.