The theoretical underpinnings of emotional dissonance: a framework and analysis of propositions

Purpose – The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact service workers. Design/methodology/approach – A literature review is used to define and set out the main conceptual framework and propositions for further research. Findings – Three key hypotheses divided into six sub parts are set out to test the relationships between emotional dissonance and customer orientation, job satisfaction and performance. Research limitations/implications – The study should be extended beyond the conceptual stage by the conduct of empirical research across high contact service workers in different businesses and industries and also to explore the role of geographical and cultural settings on emotional dissonance. Practical implications – The managerial implications would extend to improving the recruitment of customer service employees and evaluating the effectiveness of staff training programs. It would also develop among human resources personnel a good understanding of the role of emotional dissonance and its contribution to employees' job satisfaction and performance. Originality/value – This paper fills a gap in knowledge on the role of emotional dissonance among high contact service workers. It provides a sound multi disciplinary framework for the study of emotional dissonance in service marketing.