Keywords: Deep acting
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Journal Articles
Journal of Services Marketing (2016) 30 (3): 316–326.
Published: 09 May 2016
...Yu-Shan (Sandy) Huang; Tom J. Brown Purpose The purpose of this paper is to examine how customer orientation affects frontline service workers’ deep acting and to what extent the effect is moderated by the severity of dysfunctional customer behavior (DCB). Service organizations usually want...

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