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...

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...

Service industries, such as public bus transport, are time‐bound, which makes it impossible to inventory their service output. The potential revenue from an empty seat on a bus is lost for good once the service run is complete. Conversely, when demand for a seat on a service run exceeds...