It''s unusual to discuss the relation between the kind of emotional labor and customer-orientation behaviors in Taiwan or abroad, the emotional labor affects customer orientation, which through the job satisfaction or emotional exhaustion, if salespeople couldn''t manage their emotion, the prompt result that reduce customer satisfaction, it may destroy confidence of customer to the enterprise, furthermore, the reputation of enterprise could be damaged, so we focus on the antecedents and consequences of customer-oriented behaviors, in the level of salespeople, we explore the relationship between the emotional labor and the customer-oriented behaviors and the job satisfaction, exploring the emotional intelligence whether moderate emotional labor to the job satisfaction and the emotional exhaustion or not；In the level of customer, we explore the relationship between the relational quality and the customer satisfaction.
The study develops the questionnaire to the salespeople and the customers of north, central and the south Taiwan, 119 valid samples of salespeople and 360 valid samples of customers. In the level of salespeople, we find surface acting that can''t affect job satisfaction, but deep acting affects the job satisfaction, emotional labor can''t lead to the emotional exhaustion, the emotional intelligence can moderate the relationship between the emotional labor and the job satisfaction and the emotional exhaustion, the job satisfaction can affect the customer-oriented behaviors, but the emotional exhaustion can'' affect customer-oriented behaviors. In the level of customer, the relational quality can affect the customer satisfaction.
According to the empirical result, we have some suggestions to the retail selling business that promotes customer satisfaction, improving salespeople some actions related to the emotional acting, promoting salespeople''s job satisfaction and customer-oriented behaviors, promoting customer''s relational quality, letting salespeople executes customer-oriented behaviors as soon as possible, then promoting customer satisfaction, it''s good and helpful to the brand of retail selling and the growth of enterprise.