Public service motivation and customer service behaviour: testing the mediating role of emotional labour and the moderating role of gender

ABSTRACT

Prior research indicates that public service motivation (PSM) provides a motivational base for effective emotion regulation. This study extends this body of research by investigating how service workers in different gender groups regulate their emotions during service transactions. Analysis of survey data from public service workers in Thailand showed that ‘deep acting’ is the primary emotional labour strategy-linking PSM and customer service behaviour (CSB), whereas ‘surface acting’ does not play a mediating role. The results further revealed that PSM has a stronger association with male workers’ CSB only via deep acting. Theoretical and practical contributions are discussed.