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Based on emotional labor theory, this cross-sectional quantitative study examines the relationship between the emotional intelligence, emotional labor, counterproductive work behavior (CWB) and organization citizenship behavior (OCB). Data collected from 315 hospital employees through questionnaire. Data was analyzed through PLS-SEM. Findings indicated a statistically significance relationship between the emotional intelligence and emotional labor as well as organization citizenship behavior and counterproductive work behavior. The research highlights the importance of emotional intelligence skills for the favorable working outcomes. It is recommended for the organizations to understand how employees engage in emotional labor strategies (deep acting and surface acting) with both clients and organizational members (insiders) in order to avoid CWB and exhibit OCB. Keywords: Emotional Intelligence, Emotional Labor, Deep Acting, Surface Acting, Counterproductive Work Behavior, Organization Citizenship Behavior.

Understanding clients and their consumption patterns, as well as the factors that influence their decisions, is all that matters in today's increasingly saturated, competitive, and savvy market. The goal of this study is to look into the reasons that make it difficult for customers to purchase packaged milk. A total of 800 questionnaires were distributed to milk buyers, with 587 of them being comprised in study who favored fresh milk. The convenience sampling method was utilized. All of the study's components, such as perceived price unfairness, low sensory appeal, perceived poor product quality, and perceived deception in ads influenced the attitude of milk purchasers, which in turn influenced their purchase intention. The findings of this study will help marketing executives at milk processing businesses better grasp the dynamics as they design strategies.