An investigation the relationship between emotional labor and corporate reputation

The aim of the study is to determine the emotional labor behaviors of hotel business employees as a service business, to analyze their differences in terms of demographic groups, to determine the difference between employees and guests in the perception of corporate reputation, which is shaped as a result of emotional labor behaviors that employees include in their physical labor. Face-to-face survey method was preferred as the data collection method in the research. Diefendorff et al. (2005); Grandey (2003); Questions belonging to the "Emotional Labor Scale", which Kruml and Geddes (2000) consolidated and adapted from emotional labor scales, and the scale adapted from Fombrun et al. (2000) by Alnıçık et al. (2010) were used as the perceived corporate reputation scale. First of all, with the collected data; Demographic variables and frequency values and descriptive statistics were obtained for both employees and guests. Then, factor analysis was carried out in order to reveal the emotional labor behaviors of the employees. After the correlation analysis, in order to obtain statistical findings; In this study, whether there is a difference between the demographic groups in terms of the emotional labor components of the employees, between the corporate reputation perceptions of the employees and the demographic groups, between the corporate reputation perceptions of the guests and the demographic groups, and whether there is a difference between the corporate reputation perceptions of the employees and the customers are discussed comparatively with the difference tests. Correlation analysis; all of the relationships between corporate reputation scale items and deep acting behavior were positive and weak; It has been determined that there is a significant and negative relationship between surface acting behavior and only two of the corporate reputation scale items. On the other hand, there is no significant relationship between genuine behavior and corporate reputation scale items.