Drawing on both the organization identification and impression management theories, we propose that perceived external prestige of frontline employees influences their emotional labor through organizational identification and impression management motive. Further, the relative influence of either pathway depends upon perceived organizational support. Using survey data from 377 frontline employees in 104 hotels, the results indicate that perceived external prestige is positively related to deep acting, and negatively related to surface acting. Organizational identification partially mediates the relationship between perceived external prestige and deep acting. However, the relationship between perceived external prestige and surface acting is partially mediated both by organizational identification and impression management motive. In addition, perceived organizational support positively moderates the relationship between perceived external prestige and organizational identification, and negatively moderates the relationship between perceived external prestige and impression management motive, respectively.

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Despite increasing interest being given to dysfunctional customer behavior in multiple service sectors, it is unclear how and why different types of dysfunctional customer behavior (verbal abuse, disproportionate demand, and illegitimate complaint) affect frontline employees’ emotional labor during the service interactions. Drawing upon the conservation of resources theory, we propose a conceptual model in which verbal abuse, disproportionate demand, and illegitimate complaint differentially influence frontline employees’ emotional labor strategies (surface acting and deep acting). Further, the boundary conditions of these relationships are considered by introducing perceived organizational support and customer orientation as moderators. Using survey data from 436 frontline employees of five call centers in China, hypotheses were tested through a hierarchical regression analysis. The results indicated that verbal abuse and illegitimate complaint exerted positive effects on surface acting. Particularly, these positive effects were weaker when frontline employees perceived organizational support was high. Also, verbal abuse’s positive effect on surface acting was weaker when frontline employees’ customer orientation was high. Customer’s verbal abuse, disproportionate demand, and illegitimate complaint negatively influenced frontline employees’ deep acting. The negative effect of disproportionate demand on deep acting was weaker when perceived organizational support was high. However, when frontline employees’ customer orientation was high, the negative effects of disproportionate demand and illegitimate complaints on deep acting were weaker.

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