Journal of Human Resource and Customer Relationship Management

Vol 3, No 2 (2019)

Surface Acting-A New Paradigm for Assessing the Salesperson’s Efficiency; Study on organized retail outlets

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Authors:-Dr. Issac George

Abstract:-Emotion is one of the distinctive traits that make the person. The dimensions of emotions are used to create, monitor, and preserve social bonds. The heart of the service industry depends on the emotional displays of service employees. Service employees are also called as emotional laborers because the spirit of the service industry is not only “getting a job done,†but also involves getting the job done with the right attitude, with the right degree of sincerity, and with the right amount of concern for the customers. All these works well when the employee is capable of managing his/her emotions in the work place. A salesperson expresses his or her emotions through surface acting, deep acting or genuine emotion. Surface acting is the manner of a person in suitably expressing unreal feelings and controlling real feelings. Frequently concealing real feelings could cause more emotional burnout and emotional inconsistency. Salespersons in service roles have to perform emotion work by regulating inappropriate emotions in their daily face-to-face interaction with clients and superiors; in order to comply with emotional standards that are congruent with their job requirement. The salespersons at the service counter alter the outward expression of emotional dimensions in the service of altering inner feelings. The primary objective of the study is to assess level of surface acting of salespersons working in the organized retail outlets. The researcher also assessed the level of surface acting on the basis of gender and marital status. The study is descriptive in nature. Purposive sampling was the technique used for sampling. The sample size for the study was 77. Primary data was collected by using structured questionnaire. The information collected from the sales persons was analyzed through different statistical tools. The study is very relevant in the current retail scenario as the emotion of a person plays a critical role in determining their success in the firm. More over most of the employers in the service field assume that the friendliness and good cheer of employees are strongly related to customer satisfaction and increase customer commitment, loyalty, and therefore, affect bottom lines.

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