The dominance of customer over the production/service employee, and as a result of this, increasing use of emotional labor in the workplace furthers the need to understand what emotional labor is. In this regard, the present paper reviews the literature to explain the concept ‘emotional...

In service interactions the management of service employee’s emotion through emotional labor has gained prominence and is becoming an active method to affect consumer’s behavior. Several researches have indicated that self-concept of the consumer affects their buying behavior. However there...