Research On Emotional Labor Problems Of Marketing-Service Staff In W Commercial Bank

In recent years,the competition of commercial banking industry has become increasingly intense.Facing the fact of homogenization of financial products and the target of expanding markets,many banks have set up the operation strategy of"customer-centric",constantly improved service quality and level,changed service means to achieve service innovation and launched the "customer service" competition.Commercial banks have paid much attention to customer service,which has effectively improved the customer satisfaction,but this has also led to high errequirements for the staff of banking marketing service.The role of emotional labor in the human resource management of commercial banks is becoming increasingly important.Along with physical labor and mental labor,emotional labor has become one of the main three kinds ofl abor.Compared with the importance of emotional labor,commercial banks have some problems in the aspect of daily human resource management.Some commercial banks lack enough knowledge about emotional labor theory and the related mechanism in human resource management.In the pursuit of contribution of emotional labor on customer value,some banks only emphasis the organizational rules of emotional expression,ignoring the subsequent effects of employees' emotional labor and causing many problems such as employees' emotion disorder,loss of individual personality,and even employee resign.How to use emotional labor theory to improve the level of human resource management of marketing service employees of commercial banks to reduce the negative effects of emotional labor and enhance the competitive advantages is an important issue for commercial banks.Marketing service workers face customers directly,hence theire motional labor pressure is large,and at the same time,theire motional labor can create huge commercial value for banks through customers atisfaction,which directly affects banks' organizational performance.Consequently,the emotional labor management of the staff in marketing service is an important part of the current human resource management of commercial banks.The study in this thesis is based on research about emotional labor,combines the concept to femotional labor and related theories,chooses the W Commercial Bank as the research object,and analyzes the facts and problems of emotional labor management of marketing and service workers in W Commercial Bank from the aspects of personal management and organizational management by the methods of literature review,field research,questionnaire survey and worker sinterview.The aspect of personal management includes surface play,deep play and natural exposure.At the organizational level,the rearesh allow level of human resource management and deep organizational culture construction.Through the research,it is found that W Commercial Bank lack enough attention to employees' emotional labor management in the two aspects of human resource management and organizational culture construction.As a result,the service attitude and service efficiency of its marketing service staff are decreasing,which even affecting the organizational performance and customer satisfaction of W Commercial Bank.Finally,based on the literature review and interview communication,this thesis has put forward some suggestions from the aspect of organization,to strengthen the banking organizational cultural construction strategy,which is based on supporting marketing service employees' emotional labor management and implement embedded emotional labor management.W Commercial Bank should embed emotional labor management into all aspects of human resources management,especially when it measures the marketing service employees' performance,emotional labor ought to be included.By enhancing emotional labor management,the level and quality of human resource management in commercial banks have been improved.Then,through the construction of bank organizational culture centered on emotional labor management,we can effectively manage the emotional labor of marketing service staff,and ultimately achieve the goal of improving W Commercial Bank human resource management level and organizational performance.Through the study of W Commercial Bank marketing service staff's emotional labor management,this thesis has come up with human resource management strategy and organizational cultural construction strategy,based on W Commercial Bank marketing service staffs emotional labor fact,trying to help marketing service staff have a correct attitude and understanding of the value of emotional labor and lead the emotional labor management to the positive direction.This is very meaningful in practice.Firstly,it can reduce emotional disorder of marketing service staff in W commercial bank,improve the job satisfaction of employees,which will enhance employee satisfaction and sense of belonging.Secondly,it can boost customers'emotional experience,create more customer value,better maintain customer loyalty,thus enhancing business performance of W Commercial Bank.Furthermore,it can contribute to further improving the level of service and quality of human resource management.Other commercial banks can refer to the results of this study and combine their own reality to take corresponding strategies of human resource development and management,so as to optimize the efficiency of emotional labor management in commercial banks.