In this paper, the broad context for the study of emotional dissonance and its importance to marketing is set out. The relevant literature on emotional dissonance, its antecedents and outcomes are introduced together with the knowledge gap in the literature. The conceptual framework of emotional...

Purpose: The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact...