AN important indicator of quality service is how employees relate to their customers. Yet it is not easy dealing with customers’ demands and often service workers need to exert extra effort in order to control their emotions and display appropriate facial expressions. The effort required is what is called “emotional labor.” Emotional labor is typically described in terms of two types: deep acting (where workers try to actually experience the emotions they are required to show) and surface acting (or pretending to feel a certain emotion).
Research shows that service professions can be stressful and emotional labor, over time, can lead to burnout. We examined whether emotional labor has an effect on the burnout level of employees. Our study involved 159 frontliners from different types of service organizations, namely airline, food, academe and call center.
Our results also show that surface acting but not deep acting is related to burnout and exhaustion. Perhaps because in surface acting, the person is trying to handle two emotions, one shown and one hidden; and it can take its toll, leaving the person more tired.
Our study also shows that Filipino service workers engage in more deep acting than surface acting, which is a good sign. Filipinos are known for their empathy. It can be said that emotional labor comes naturally to them. Our ability to empathize allows us to put ourselves in the shoes of our customers. It is thus not surprising that we are known for our ability to provide great service. This may also explain why our service and contact center industries continue to grow in an otherwise dismal economy.
The good news is that there is no significant correlation between deep acting and burnout. This suggests that service organizations can support their employees by providing training that focuses on empathy and internalizing roles.
Although some people are naturally more empathic than others, empathy can be developed. Through training, coaching, and even role modeling, service workers can be taught how to put themselves in the shoes of others. And in the end, it is empathy that will allow then to carry out their duties successfully and save them from the burnout that comes with serving others.
(The authors are graduate students and faculty of the Ateneo de Manila University, Department of Psychology. E-mail at ateneocord@admu.edu.ph) –Myrene Barcebal, Mych Chua, Khristine Ann Dulay, Gina Hechanova, Philippine Daily Inquirer
Invoke Article 33 of the ILO constitution
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