The Effect Of Emotional Labor Strategy On Innovation Behavior

With the increasing expectations of service industry for service quality,the impact of emotional labor on service performance is becoming more and more important.There is a close relationship between employees' emotional labor and service performance.Employees' emotional expression is directly related to customers' consumption experience.Therefore,management wants employees to show positive emotional expression and puts forward higher requirements for employees' emotional labor.The purpose of graduation thesis The Effect of Emotional Labor Strategy on Innovation Behavior was to investigate how organizational emotional labor strategy effect on innovation behavior of the labors in the organization.Similar studies were conducted but not certainly studied the effect of emotional labor strategy when considering organizational employees' innovation behavior.For the reason the author decided to further study on this topic,with the aim of discovering the indirect or direct effect of the variables: emotional strategy,emotional dissonance and rule of commitment on innovation behavior.The study had two objectives.First it discovered whether the level of display rule of commitment moderates the relationship between employees' emotional labor strategy and emotional dissonance.Second,it analyzed the indirect effect of emotional labor strategy on innovation behavior as mediated by emotional dissonance.The research findings showed that display rule of commitment perceived usefulness moderated the emotional display rules with the emotion regulation strategies of surface acting and deep acting.Display rule of commitment emerged as a stronger predictor as compared to emotional labor strategy and emotional dissonance perceived usefulness.It also showed that emotional dissonance mediated the relationship between emotional labor strategy and innovation behavior.These factors had been identified to mediate the relationship partly between surface acting,deep acting as well as innovation behavior.From the analysis,emotional dissonance was found to have more dominant mediating effect on continuous emotional labor strategy.It also showed that emotional labor strategy is influenced directly by emotional dissonance.The graduation thesis is composed of four chapters including introduction,hypothesis & theoretical framework,research methodology as well as result and discussion.Chapter 1 is introductory and described the importance of the whole study.Overall,this study aimed to find out a series of human resource management policies and practices to improve well-being of service employees who work in hotel,which was a neglected research topic in the field of organizational behavior.This study was motivated by a lack of conceptualization of emotional labor strategy and also by call for more empirical research to examine the determinant variables of continuous innovation behavior within a hotel industry.This chapter elaborated briefly on the literature on innovation behavior.The elaboration was made based on the literature analysis conducted on previous works that focused on this topic.The chapter is subdivided into 3 parts.Part 1 described the research background and problem statement.As current study contributes to the effect emotional labor strategy on innovation behavior and how emotional dissonance mediates between independent and dependent variables and moderator effect of rule of commitment between emotional labor strategy and emotional dissonance.The study aimed to broaden the research and understanding about emotional labor theory by analyzing the Mongolian hotel employees and employers.Based on the survey taken from hotel employee and management,the study used a path analysis to investigate the research model and hypotheses.On the problem statement,in order to discover the relation of emotional labor strategy and innovation behavior,empirical and theoretical study was made based on academic publishes including books,magazines and of course by surveying the actual front-line employees and their employers.Part 2 included research objective and its significance.Due to increasing number of new hotels in Mongolia.The demand to successfully manage their employees for best guest experience is crucial in many counties as same as Mongolia.Due to the statistical report by 2018,51% of the total employment in Mongolia is in the service industry including hotel.By doing this research,author tried to figure out significance of studying labor's emotion and if successfully managed emotional labors lead to service innovation by which means.Part 3 demonstrated literature review of each variables as well as the mediator's and moderator's effect on dependent and independent variables.Part 4 illustrated the main content and structure of the whole thesis.Chapter 2 examined the theoretical foundation of all variables.In this study theoretical human resource use model,innovation behavior theory and the emotional labor strategy,display rule of commitment,emotional dissonance – were conceptualized in modelling to research model.The selections of these theories were based on relevancy to examine to continuous phenomenon.Focus of this chapter was to review and analyze to the theories adopted by this study and its relation to the innovation behavior topic.From analysis,two research objectives,two research hypotheses were proposed and a research model was developed.Finally,this chapter provided brief discussion on the methodology used and contributions expected from this study.This chapter consisted of 5 parts.Part 1 defined the key concepts of each variables.Emotional labor basically means the individual who has natural emotional expression.The display of individual's emotion is divided into surface acting and deep acting.Surface acting was described as employees' performed emotion that is not felt by performer while deep acting occurs when employees' use the experience or training in the part to express appropriate emotion when one is not feeling to perform emotion in that way.Emotional dissonance occurs when employee expresses the true feeling(anger,shy,embarrassed)to clients.Display rule of commitment is a certain expectation from the employers of the organization regarding their employees' expressed emotion towards their customers.Innovation behavior is basically,the employees' innovative work behavior.It is being described as creation and application of new ideas or acting within a group in order to benefit role performance.Part 2 examined the theoretical foundation of each variables including emotional labor,display rule of commitment,emotional dissonance as well as innovation behavior.Part 3 demonstrated the hypothesis development including hypothesis to both moderating variable(display rule of commitment)and mediating variable(emotional dissonance).Part 4 presented research framework.Part 5 concludes this chapter with the summary.Chapter 3 described the research design and methodology employed in this study.A questionnaire used as the data collection technique to gather field Mongolian hotel managers.This chapter also discussed the data analysis technique used this study.In this study,a structural equation modelling(SEM)technique was used to analyze the research model.To be specific,SEM-partial lease squares(PLS)was adopted to assess the validity and reliability of this study's measurement and structural model.The chapter was subdivided into six parts and provided an outline of relevant contribution to the research by designing research,collecting data,questionnaire measurement,analyzing data,analyzing reliability as well as correlation.Part 1 illustrated research design.Aaker's research planning procedure is implemented for preparing the research design.It facilitated the development and refinement of research tactics and included a research design phase which grants important guidelines for data collection and data analysis.Part 2 looked at data collection.For the research,120 participants were involved from three to five-star hotel in Ulaanbaatar from front-line employees to decision managerial levels.The questionnaire included five sections including demographics,emotional labor strategy,emotional dissonance,innovation behavior and display rule of commitment.General demographic characteristics were used such as education,income,race,work experience,salary and others.Part 3 was focused on questionnaire measurement of the four variables.For each variable,four to twelve questions were prepared and each question assessed by direct supervisors on a 5-point scale from Never to Always with rarely,sometimes and often indicating answer 2-3.Part 4 analyzed data.The author used structural equation model of partial least square SEM-PLS software to analyze the data to identify the moderating and mediating effects of obstacles and stimulus.Part 5 dealt with reliability.To measure variables,we used multiple-item scale derived from existing studies.In order to measure internal coincidence,author used Cronbach ?.All variables except for organization structure ranged from 0.512 to 0.724,exceeding the recommended value of >0.50.Part 6 presented the correlation of the study.Briefly,due to preliminary test,the Pearson correlation values were reviewed between independent and dependent variables.The relationship between acting strategies and control variables,display rule of commitment,emotional dissonance and innovation behavior appeared to be pretty congruent with the proposed hypothesis.Conclusions were drawn in Chapter 4.The main aim of the graduation thesis had been reached.The chapter is subdivided into 3 parts.Part 1 presented the result in terms of sociodemographic characteristics,descriptive statistics results,partial least squares,outer-measurement model results,discriminant validity,inner-structural model and structural model.Part 2 demonstrated hypothesis testing.Part 3 examined discussion of result and concluded the whole study.In this chapter,the reliabilities and validities of the research model together with research hypothesis were assessed according to the methodology described in chapter 3.The findings are presented in terms of the measurement model and structural model.Further,the findings of the mediating and moderating relationships also are presented in accordance to Baron and Kenny's analysis procedures.Finally,a summary of the hypotheses and research findings is discussed in accordance with the research objectives.In general,this study has made contributions to research by further explained the characteristics of innovation behavior and determinants of this continuous intention within a Mongolian hospitality industry.Previous studies on emotional labor to date were based on emotion regulation theory.As such,it presented a theoretical basis for arguing that emotional labor having a negative effect on the employees' well-being and behavior,since efforts to control,moderate or deter one's own emotions will make employee be uncomfortable.First,this study contributes cognitive appraisal and cognitive resource theory for explaining the emotional labor process,and it would suggest that regulating and managing one`s emotions can negatively affect both well-being/burnout and individual behavior because it consumed internal energy and cognitive resource.This study also identified moderating variables that can moderate the relationship between emotional labor strategy and outcomes,thus,promoting theories on emotional labor based on emotional regulation theory.Second,in terms of its theoretical contribution,this study contributed to the body of literature on emotional labor by exploring what mediating role of emotional dissonance between emotional labor strategy and innovation behavior.Previous literature related with emotional labor strategy had considered emotional dissonance as an inevitable consequence of performing emotional labor-based activities and many researchers have suggested that emotional dissonance is a major critical indicator to reduce service employee outcome.However,very few studies had used a systematic approach to empirically test this assumption.This study,tried to fill the indirect impact of emotional labor strategy on innovation behavior as mediated through emotional dissonance.An analysis of the mediating effect was forecasted to assist precise understanding of emotional labor based on emotional regulation theory and contributing to better understanding of emotional labor process.Third,previous studies were analyzed whether display rule commitment moderates the relationship between emotional labor strategy and emotional dissonance.By conducting the analyses research on the moderating effects among variables,sound implications were likely to be presented to find better ways of educating employees working for hotel service and also those of managing the corresponding human resources.Finally,based on the proposed model,the study conducted SEM-PLS analysis on emotional labor strategy of Mongolia to improve understanding about the theories of emotional labor strategy researches and contribute to broadening the research area of emotional labor strategy.