Since service providers directly conduct emotional labor to customers, it is important to identify the factors influencing emotional labor of service providers. Even though the studies identifying the predisposing factors influencing emotional labor are taking place, there is no empirical evidence confirming how relationship bonds, which have been established between corporations and service providers, are related to emotional labor. This study examined the influences of relationship bonds on emotional labor through person-organization fit (P-O fit) and the moderating effects of collectivism (...) between P-O fit and emotional labor. Analysis was conducted by performing questionnaire surveys targeting 365 employees in the financial industry. As a result of the analysis, it has been found that financial bonds, social bonds, and structural bonds enhanced P-O fit and P-O fit improved deep acting. In addition, this study identified that collectivism of service providers strengthened the influence of P-O fit toward deep acting. This study not only suggested the empirical evidence identifying the process of relationship bonds influencing emotional labor but also expanded the scope of study by examining moderating roles of collectivism in cultural psychology aspect. (shrink)

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers as a multidimensional construct and propose that its effects on consumer purchase behavior and word-of-mouth communication are more salient when consumers have strong rather than weak ethical beliefs. The model was validated using a random sample of 399 respondents in a collectivist society. The results of structural equation modeling confirmed that CPER is (...) a second-order construct comprising product fairness, price fairness, non-deception, fair trade, and green products. CPER positively predicted consumer purchase behavior and word-of-mouth communication. Moreover, ethical beliefs moderated the positive relationship between CPER and the word-of-mouth communication of consumers with strong ethical beliefs but did not moderate the relationship between CPER and purchase behavior. The implications of the findings are discussed. (shrink)

Business Ethics: A European Review, EarlyView.