A study of the effectiveness of emotional labor strategies in predicting customer satisfaction in small- and medium-sized enterprises

This study examines the influence of emotional labor strategies on customer satisfaction in Jordanian small- and medium-sized enterprises (SMEs), with emotional intelligence (EI) serving as a moderating variable. Data from 190 customer-facing employees were analyzed using partial least squares structural equation modeling (PLS-SEM). Results confirmed that deep acting has a positive influence on customer satisfaction, whereas surface acting has a negative impact. EI was found to mitigate the negative effect of surface acting, but unexpectedly, it also attenuated the positive effect of deep acting. The findings challenge the universal applicability of EI benefits, highlighting cultural particularities in service interactions. For Jordanian SMEs, prioritizing genuine emotional engagement (deep acting) in training is more critical than generic EI training.