Author(s)

Yunxia Shi, Xinxin Bao, Chunhao Ma, Wenpei Wei

School of Business Management, Shandong Technology and Business University, Yantai, China.

The wealth management firm meets greater competition in generating customer loyalty after China’s 11 opening-up policy. According to emotional contagion and SOR theory, the effect of employees’ competence on customer loyalty was firstly investigated. Secondly, the mediation effect of customers’ trust was tested. Finally, the moderation effect of employees’ emotional labor perceived by customers was investigated. After tested by Process Macro for SPSS, several results were obtained. Employees’ competence positively predicts customer loyalty, and customers’ trust plays a mediation effect. The deep acting (surface acting) strategy of employees plays a positive (negative) moderation effect in the relationship between employees’ competence and customer trust. Theoretical and managerial implications related to emotional labor and trust were generated.

Emotional Labor, Customer Loyalty, Trust, Competence, Wealth Management Service

Shi, Y. , Bao, X. , Ma, C. and Wei, W. (2020) The Effects of Service Employees’ Emotional Labor on Customer Loyalty in Wealth Management Service Organization. Journal of Service Science and Management, 13, 498-515. doi: 10.4236/jssm.2020.133033.