An Empirical Study On The Impact Of Individual Service Orientation On Service Performance

With the rapid development of transportation,expressway,as an important transportation hub,has provided great convenience for people.The increase of self-driving has increased the conflicts between drivers,passengers and toll collectors,so it is imperative to improve the service performance of front-line toll collectors to improve the organizational competitiveness and the satisfaction of drivers and passengers.Based on the resource conservation theory and social exchange theory,this paper uses structural equation model to analyze the first-hand data of 273 rural toll collectors from Nanning Expressway Operation Co.,Ltd.of Guangxi Transportation Investment Group in order to clarify the impact mechanism of individual service orientation on service performance.The results show that the individual service orientation has a significant positive impact on service performance,and has a significant positive and negative impact on deep acting and surface acting respectively.What’ more,it is also found that deep acting has a significant positive impact on service performance,and plays a part of intermediary role between individual service orientation and service performance while surface acting has no correlation with service performance,so there is no relationship between individual service orientation and service performance.In addition,organizational support plays a moderating role between individual service orientation and service performance.There are four innovations in this paper.Firstly,this paper analyzes the impact mechanism of individual service orientation on service performance from the perspective of emotional labor.Secondly,this paper analyzes the impact of individual service orientation on the emotional labor strategy of front-line employees of service industry from both theoretical and empirical aspects.Thirdly,this paper demonstrates the regulatory function of organizational support on the relationship between individual service orientation and service performance from both theoretical and empirical aspects.Fourth,this paper selects rural high-speed toll collectors as the research subjects under the setting of China which expands the research scope of individual service orientation,emotional labor,organizational support and service performance.Finally,in the last chapter of this paper,the author makes a discussion about the limitations of this study and also gives suggestions on future research.