Organizations are witnessing rampant changes due to the increasing business complexity, competition and uncertainty in business environment. As the business becomes more complex, organizations are continually challenged to engage in activities to increase their performance. An organization needs to understand and translate customer requirement to meet the challenges. Many industries are faced with unique challenges which include difficulty in attracting customers. In order to thrive in the competition, organizations have changed their focus on service. Organizations in all sectors are improving their service interactions with the customers. In this changing context, employees are desired to express the emotion that satisfies their customers. This is being considered as an important HR system that can generate business value and contribute to organizational growth and effectiveness. Increased competition among service sector raises the need to understand the factors involved in increasing the quality of service to the customer. This study has helped in finding two factors that will improve the quality of service. The two factors are emotional demand and job demand which are the major determinants in improving the quality of service provided to the customers.
Providing quality service is a collaborative effort of workers from different disciplines and often involves high degree of adaptability. Managing performance of workers may, thus, involve several intricate challenges. One of the challenges faced by an employee is to manage emotions as per the demands of an organization. An organization shapes employees’ emotion and emotional display, which is known as emotional demand (Hochschild, 1983).
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