The role of corporate image perception in the relationship between emotional labor and intention to leave: Example of call center workers

The way the employee provides service, "acting as a kind of bridge between the organization and the customer, and the emotions and behaviors exhibited during this time, have gained importance concerning competition conditions. While the emotional labor behaviors that the organization expects from the employees in their interactions with customers produce positive results for the organization, the inconsistency between the emotions exhibited by the employees and the emotions they actually feel during this interaction leads to negative situations such as the change in the perception of the individuals about the institution they work for and the intention to leave the job. The aim of this research is to determine the role of corporate image perception in the relationship between emotional labor subdimensions and intention to leave job. In this context, data were collected from 303 employees working in call centers in provinces of İzmir and Denizli, using the survey technique. Descriptive statictical analyzes, factor analysis, reliability and validity analysis, correlation analysis, regression analysis and sobel test were performed during the data analysis process. According to the results of the analysis, it has been determined that the superficial behavior, which is one the sub-dimensions of emotional labor,does not have a significant effect on the intention to leave the job, but has a significant and negative relationship with in-depth and sincere behavior. In addition, while it was determined that the superficial and sincere behavior, which are the sub-dimensions of emotional labor, had a significant and positive effect on the perception of corporate image, it was determined that there was no significant effect between it and in-depth behavior. When the relationship between employees turnover intention and corporate image perception is examined, it has been determined that it is significant and negative. In the study, while there was no meaningful effect when looking at the role of corporate image perception between superficial and intention to quit, the full mediation effect was found in the relationship between in-depth behavior and intention to leave the job. partial mediation effect was found in the relationship between sincere behavior and intention to leave the" job.