Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
1-2025
Abstract
Despite the significant role emotions play in business-to-business (B2B) sales transactions, the impact of salesperson emotional labor on well-being, specifically job satisfaction, has garnered limited attention. To address this gap, the present study examines the relationships among salesperson moral identity, emotional labor strategies, customer injustice, and job satisfaction. An analysis of responses from B2B salespeople reveals that moral identity internalization is positively related to deep acting and negatively to surface acting, whereas moral identity symbolization is positively related to both deep and surface acting. Furthermore, surface acting has a stronger unfavorable effect on customer injustice compared to deep acting, which in turn negatively influences job satisfaction. The paper concludes with theoretical contributions and managerial implications.
Recommended Citation
Itani, O.S., Gabler, C.B., Kalra, A., Bakeshloo, K.A. and Agnihotri, R., 2025. The interplay of morality, emotional labor, and customer injustice: How salesperson experiences shape job satisfaction. Industrial Marketing Management, 124, pp.162-174. https://doi.org/10.1016/j.indmarman.2024.11.014
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Publication Title
Industrial Marketing Management
DOI
https://doi.org/10.1016/j.indmarman.2024.11.014
Comments
Original published version available at https://doi.org/10.1016/j.indmarman.2024.11.014