Document Type : Causal
Author
Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
Abstract
This study aims to analyze how emotional labor affects the perception of service quality and customer satisfaction. The research is applied in terms of purpose descriptive and survey in terms of nature, and primary data were collected using a standard questionnaire. The statistical population includes 384 people referred to Jihad Agriculture in East Azarbaijan province and selected through convenience sampling. The data were analyzed with descriptive statistics and hypothesis testing, and fitting the conceptual model was done through the SEM and Lisrel software. Based on the results of statistical analysis and t-statistics, the direct effect of emotional labor on reference master satisfaction and service quality perception and the direct effect of reference master service quality perception on satisfaction were reported as 6.58, 9.12, and 7.47, respectively. Examining the effect of emotional labor on employer satisfaction, with a path coefficient of 0.52, showed that the emotional labor variable directly explains 52% of the changes in the satisfaction variable. The two path coefficients between emotional labor and perception of service quality are 0.69, and the perception of service quality with the employer's satisfaction is 0.74. It also showed that the emotional labor variable indirectly and through the mediating variable of perception of service quality has a 51% effect on the satisfaction variable. The direct and significant effect of emotional labor on the perception of service quality and customer satisfaction was confirmed in the main hypothesis. When the intensity of the indirect effect was examined and determined using the VAF statistic, the value of 49.6% indicated that almost half of the total effect of emotional labor on customer satisfaction was indirectly explained by the mediating variable of service quality perception.
Keywords
- Emotional Labor
- Perception of Service Quality
- Customer Satisfaction
- Jihad Agriculture Organization
- East Azerbaijan Province
Main Subjects
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