Managing Emotional Labour in Service Encounters in Healthcare Occupation in Bangladesh
Author(s)
Muhammad Faisol Chowdhury
ABSTRACT
This conceptual paper discusses the management of the emotional labour of front-line customer service employees of public and private hospitals in Bangladesh. This paper recognises the link between service encounters and customer satisfaction, and critically discusses the concepts of emotional labour, soft skills and aesthetic skills in an attempt to explain the problems associated with the use of these terms. By providing some recommendations about overcoming the challenges of managing the front-line employees, this paper suggests that the appropriate management of emotional labour and aesthetic skills through the implementation of Human Resource Management practices illuminates the organisation’s route to success.
This conceptual paper discusses the management of the emotional labour of front-line customer service employees of public and private hospitals in Bangladesh. This paper recognises the link between service encounters and customer satisfaction, and critically discusses the concepts of emotional labour, soft skills and aesthetic skills in an attempt to explain the problems associated with the use of these terms. By providing some recommendations about overcoming the challenges of managing the front-line employees, this paper suggests that the appropriate management of emotional labour and aesthetic skills through the implementation of Human Resource Management practices illuminates the organisation’s route to success.
KEYWORDS
Emotional Labour, Aesthetic Skill, Soft Skill, Human Resource Management, Healthcare Occupations
Emotional Labour, Aesthetic Skill, Soft Skill, Human Resource Management, Healthcare Occupations
Cite this paper
Chowdhury, M. (2014) Managing Emotional Labour in Service Encounters in Healthcare Occupation in Bangladesh. Journal of Human Resource and Sustainability Studies, 2, 215-223. doi: 10.4236/jhrss.2014.24022.
Chowdhury, M. (2014) Managing Emotional Labour in Service Encounters in Healthcare Occupation in Bangladesh. Journal of Human Resource and Sustainability Studies, 2, 215-223. doi: 10.4236/jhrss.2014.24022.
References
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http://dx.doi.org/10.1108/09604520510585370 [2] Yee, R.W.Y., Lee, P.K.C., Yeung, A.C.L. and Cheng, T.C.E. (2013) The Relationship among Leadership, Goal Orientation, and Service Quality in High-Contact Service Industries: An Empirical Study. International Journal of Production Economics, 141, 452-464.
http://dx.doi.org/10.1016/j.ijpe.2011.12.012 [3] Zeithaml, V.A. and Bitner, M.J. (2003) Services Marketing: Integrating Customer Focus across the Firm. 3rd Edition, Irwin McGraw-Hill, New York. [4] Büyüközkan, G., Çifçi, G. and Güleryüz, S. (2011) Strategic Analysis of Healthcare Service Quality Using Fuzzy AHP Methodology. Expert Systems with Applications, 38, 9407-9424.
http://dx.doi.org/10.1016/j.eswa.2011.01.103 [5] Ali, S.H.S. and Ndubisi, N.O. (2011) The Effects of Respect and Rapport on Relationship Quality Perception of Customers of Small Healthcare Firms. Asia Pacific Journal of Marketing and Logistic, 23, 135-151. http://dx.doi.org/10.1108/13555851111120452 [6] Anderson, G.F., Frogner, B.K., Johns, R.A. and Reinhardt, U.E. (2006) Health Care Spending and Use of Information Technology in OECD Countries. Health Affairs, 25, 819-831.
http://dx.doi.org/10.1377/hlthaff.25.3.819 [7] Taylor, S.A. and Cronin Jr., J.J. (1994) Modeling Patient Satisfaction and Service Quality. Journal of Health Care Marketing, 14, 34-44. [8] John, J. (1992) Patient Satisfaction: The Impact of Past Experience. Journal of Health Care Marketing, 12, 56-64. [9] Hurrell, S.A., Scholarios, D. and Thompson, P. (2013) More than a “Humpty Dumpty” Term: Strengthening the Conceptualization of Soft Skills. Economic and Industrial Democracy, 34, 161-182. http://dx.doi.org/10.1177/0143831X12444934 [10] Andaleeb, S.S. (2001) Service Quality Perceptions and Patient Satisfaction: A Study of Hospitals in a Developing Country. Social Science and Medicine, 52, 1359-1370.
http://dx.doi.org/10.1016/S0277-9536(00)00235-5 [11] Directorate General of Health Services (DGHS) (2010) Secondary and Tertiary Health Care Facilities in Bangladesh. Ministry of Health and Family Welfare, Government of Bangladesh, Dhaka. [12] Judge, T.A., Woolf, E.F. and Hurst, C. (2009) Is Emotional Labor More Difficult for Some than for Others? A Multilevel, Experience-Sampling Study. Personnel Psychology, 62, 57-88.
http://dx.doi.org/10.1111/j.1744-6570.2008.01129.x [13] Brotheridge, C.M. and Lee, R.T. (2003) Development and Validation of the Emotional Labour Scale. Journal of Occupational and Organizational Psychology, 76, 365-379.
http://dx.doi.org/10.1348/096317903769647229 [14] Hochschild, A.R. (1983) The Managed Heart: Commercialization of Human Feeling. University of California Press, Oakland. [15] Gelade, G.A. and Young, S. (2005) Test of a Service Profit Chain Model in the Retail Banking Sector. Journal of Occupational and Organizational Psychology, 78, 1-23.
http://dx.doi.org/10.1348/096317904X22926 [16] Williams, E.S. and Skinner, A.C. (2003) Outcomes of Physician Job Satisfaction: A Narrative Review, Implications, and Directions for Future Research. Health Care Management Review, 28, 119-140.
http://dx.doi.org/10.1097/00004010-200304000-00004 [17] Guerrier, Y. and Adib, A. (2003) Work at Leisure and Leisure at Work: The Emotional Labour of Tour Reps. Human Relations, 56, 1399-1417. http://dx.doi.org/10.1177/00187267035611006 [18] Burns, P. (1997) Hard-Skills, Soft-Skills: Undervaluing Hospitality’s Service with a Smile. Progress in Tourism and Hospitality Research, 3, 239-248.
http://dx.doi.org/10.1002/(SICI)1099-1603(199709)3:3<239::AID-PTH80>3.0.CO;2-2 [19] Payne, J. (2006) What’s Wrong with Emotional Labour. SKOPE Research Paper No. 65, University of Warwick and University of Oxford.
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http://dx.doi.org/10.1177/097206341201400201 [32] Al-Doghaither, A.H., Abdelrhman, B.M., Saeed, A.A.W. and Magzoub, M.E.M.A. (2003) Factors Influencing Patient Choice of Hospitals in Riyadh, Saudi Arabia. The Journal of the Royal Society for the Promotion of Health, 123, 105-109. http://dx.doi.org/10.1177/146642400312300215 [33] Andaleeb, S.S. (1998) Determinants of Customer Satisfaction with Hospitals: A Managerial Model. International Journal of Health Care Quality Assurance, 11, 181-187. [34] Babakus, E. and Mangold, W.G. (1992) Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation. Health and Services Research, 26, 767-786. [35] Anbori, A., Ghani, S.N., Yadav, H., Daher, A.M. and Su, T.T. (2010) Patient Satisfaction and Loyalty to the Private Hospitals in Sana’a, Yemen. International Journal for Quality in Health Care, 22, 310-315.
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http://dx.doi.org/10.1016/S0020-7292(03)00072-9 [51] Larson, E.B. and Yao, X.Y. (2005) Clinical Empathy as Emotional Labor in the Patient-Physician Relationship. The Journal of the American Medical Association, 293, 1100-1106.
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[1] Nickson, D., Warhurst, C. and Dutton, E. (2005) The Importance of Attitude and Appearance in the Service Encounter in Retail and Hospitality. Managing Service Quality, 15, 195-208.
http://dx.doi.org/10.1108/09604520510585370 [2] Yee, R.W.Y., Lee, P.K.C., Yeung, A.C.L. and Cheng, T.C.E. (2013) The Relationship among Leadership, Goal Orientation, and Service Quality in High-Contact Service Industries: An Empirical Study. International Journal of Production Economics, 141, 452-464.
http://dx.doi.org/10.1016/j.ijpe.2011.12.012 [3] Zeithaml, V.A. and Bitner, M.J. (2003) Services Marketing: Integrating Customer Focus across the Firm. 3rd Edition, Irwin McGraw-Hill, New York. [4] Büyüközkan, G., Çifçi, G. and Güleryüz, S. (2011) Strategic Analysis of Healthcare Service Quality Using Fuzzy AHP Methodology. Expert Systems with Applications, 38, 9407-9424.
http://dx.doi.org/10.1016/j.eswa.2011.01.103 [5] Ali, S.H.S. and Ndubisi, N.O. (2011) The Effects of Respect and Rapport on Relationship Quality Perception of Customers of Small Healthcare Firms. Asia Pacific Journal of Marketing and Logistic, 23, 135-151. http://dx.doi.org/10.1108/13555851111120452 [6] Anderson, G.F., Frogner, B.K., Johns, R.A. and Reinhardt, U.E. (2006) Health Care Spending and Use of Information Technology in OECD Countries. Health Affairs, 25, 819-831.
http://dx.doi.org/10.1377/hlthaff.25.3.819 [7] Taylor, S.A. and Cronin Jr., J.J. (1994) Modeling Patient Satisfaction and Service Quality. Journal of Health Care Marketing, 14, 34-44. [8] John, J. (1992) Patient Satisfaction: The Impact of Past Experience. Journal of Health Care Marketing, 12, 56-64. [9] Hurrell, S.A., Scholarios, D. and Thompson, P. (2013) More than a “Humpty Dumpty” Term: Strengthening the Conceptualization of Soft Skills. Economic and Industrial Democracy, 34, 161-182. http://dx.doi.org/10.1177/0143831X12444934 [10] Andaleeb, S.S. (2001) Service Quality Perceptions and Patient Satisfaction: A Study of Hospitals in a Developing Country. Social Science and Medicine, 52, 1359-1370.
http://dx.doi.org/10.1016/S0277-9536(00)00235-5 [11] Directorate General of Health Services (DGHS) (2010) Secondary and Tertiary Health Care Facilities in Bangladesh. Ministry of Health and Family Welfare, Government of Bangladesh, Dhaka. [12] Judge, T.A., Woolf, E.F. and Hurst, C. (2009) Is Emotional Labor More Difficult for Some than for Others? A Multilevel, Experience-Sampling Study. Personnel Psychology, 62, 57-88.
http://dx.doi.org/10.1111/j.1744-6570.2008.01129.x [13] Brotheridge, C.M. and Lee, R.T. (2003) Development and Validation of the Emotional Labour Scale. Journal of Occupational and Organizational Psychology, 76, 365-379.
http://dx.doi.org/10.1348/096317903769647229 [14] Hochschild, A.R. (1983) The Managed Heart: Commercialization of Human Feeling. University of California Press, Oakland. [15] Gelade, G.A. and Young, S. (2005) Test of a Service Profit Chain Model in the Retail Banking Sector. Journal of Occupational and Organizational Psychology, 78, 1-23.
http://dx.doi.org/10.1348/096317904X22926 [16] Williams, E.S. and Skinner, A.C. (2003) Outcomes of Physician Job Satisfaction: A Narrative Review, Implications, and Directions for Future Research. Health Care Management Review, 28, 119-140.
http://dx.doi.org/10.1097/00004010-200304000-00004 [17] Guerrier, Y. and Adib, A. (2003) Work at Leisure and Leisure at Work: The Emotional Labour of Tour Reps. Human Relations, 56, 1399-1417. http://dx.doi.org/10.1177/00187267035611006 [18] Burns, P. (1997) Hard-Skills, Soft-Skills: Undervaluing Hospitality’s Service with a Smile. Progress in Tourism and Hospitality Research, 3, 239-248.
http://dx.doi.org/10.1002/(SICI)1099-1603(199709)3:3<239::AID-PTH80>3.0.CO;2-2 [19] Payne, J. (2006) What’s Wrong with Emotional Labour. SKOPE Research Paper No. 65, University of Warwick and University of Oxford.
http://ora.ox.ac.uk/objects/uuid:9e97dbbd-ff7f-47d2-8d97-0d4dba837517 [20] Coleman, L. (1999) The Realities of Work. Academy of Management Review, 24, 362-364. [21] Bolton, S.C. (2004) Conceptual Confusion: Emotion Work as Skilled Work. In: Warhurst, C., Grugulis, I. and Keep, E., Eds., The Skills That Matter, Palgrave Macmillan, Basingstoke. [22] Fleming, P., Harley, B. and Sewell, G. (2004) A Little Knowledge Is a Dangerous Thing: Getting below the Surface of the Growth of Knowledge Work in Australia. Work, Employment and Society, 18, 725-747. http://dx.doi.org/10.1177/0950017004047951 [23] Nickson, D., Warhurts, C., Witz, A. and Cullen, A.M. (2001) The Importance of Being Aesthetic: Work, Employment and Service Organisation. In: Sturdy, A., Grugulis, I. and Wilmott, H., Eds., Customer Service—Empowerment and Entrapment, Palgrave, Basingstoke. [24] Warhurst, C. and Nickson, D. (2001) Looking Good and Sounding Right: Style Counselling and the Aesthetics of the New Economy. Industrial Society, London. [25] Siddiqui, N. and Khandaker, S.A. (2007) Comparison of Services of Public, Private and Foreign Hospitals from the Perspective of Bangladeshi Patients. Journal of Health, Population, and Nutrition, 25, 221-230. [26] Rahman, M.M., Shahidullah, M., Shahiduzzaman, M. and Rashid, H.A. (2002) Quality of Health Care from Patient Perspectives. Bangladesh Medical Research Council Bulletin, 28, 87-96. [27] Sen, B. and Acharya, S. (1997) Health and Poverty in Bangladesh. World Health, 50, 28-29. [28] Akter, M.S., Upal, M. and Hani, U. (2008) Service Quality Perception and Satisfaction: A Study over Sub-Urban Public Hospitals in Bangladesh. Journal of Services Research, 8, 125-146. [29] Andaleeb, S.S. (2000) Public and Private Hospitals in Bangladesh: Service Quality and Predictors of Hospital Choice. Health Policy and Planning, 15, 95-102. http://dx.doi.org/10.1093/heapol/15.1.95 [30] Khan, M.M.H., Grübner, O. and Krämer, A. (2012) Frequently Used Healthcare Services in Urban Slums of Dhaka and Adjacent Rural Areas and Their Determinants. Journal of Public Health, 34, 261-271. http://dx.doi.org/10.1093/pubmed/fdr108 [31] Rahman, M.A. and Capitman, J.A. (2012) Factors Affecting Profit Efficiency of Private Hospitals in Bangladesh: Are Urban Hospitals More Profit-Efficient? Journal of Health Management, 14, 83-96.
http://dx.doi.org/10.1177/097206341201400201 [32] Al-Doghaither, A.H., Abdelrhman, B.M., Saeed, A.A.W. and Magzoub, M.E.M.A. (2003) Factors Influencing Patient Choice of Hospitals in Riyadh, Saudi Arabia. The Journal of the Royal Society for the Promotion of Health, 123, 105-109. http://dx.doi.org/10.1177/146642400312300215 [33] Andaleeb, S.S. (1998) Determinants of Customer Satisfaction with Hospitals: A Managerial Model. International Journal of Health Care Quality Assurance, 11, 181-187. [34] Babakus, E. and Mangold, W.G. (1992) Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation. Health and Services Research, 26, 767-786. [35] Anbori, A., Ghani, S.N., Yadav, H., Daher, A.M. and Su, T.T. (2010) Patient Satisfaction and Loyalty to the Private Hospitals in Sana’a, Yemen. International Journal for Quality in Health Care, 22, 310-315.
http://dx.doi.org/10.1093/intqhc/mzq029 [36] Carrillat, F.A., Jaramillo, F. and Mulki, J.P. (2007) The Validity of the SERVQUAL and SERVPERF Scales: A Meta-Analytic View of 17 Years of Research across Five Continents. International Journal of Service Industry Management, 18, 472-490. http://dx.doi.org/10.1108/09564230710826250 [37] Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991) Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67, 420-450. [38] Babakus, E. and Boller, G.W. (1992) An Experimental Assessment of the SERVQUAL Scale. Journal of Business Research, 24, 253-268. http://dx.doi.org/10.1016/0148-2963(92)90022-4 [39] Carman, J.M. (1990) Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66, 33-55. [40] Aksan, H.A., Ergin, I. and Ocek, Z. (2010) The Change in Capacity and Service Delivery at Public and Private Hospitals in Turkey: A Closer Look at Regional Differences. BMC Health Services Research, 10, Article 300. [41] Andaleeb, S.S., Siddiqui, N. and Khandakar, S. (2007) Patient Satisfaction with Health Services in Bangladesh. Health Policy and Planning, 22, 263-273. http://dx.doi.org/10.1093/heapol/czm017 [42] Chowdhury, M.M.U. (2009) Customer Expectations and Management Perceptions in Healthcare Services of Bangladesh: An Overview. Journal of Service Research, 8, 121-140. [43] Paul, B.K. (1999) National Health Care By-Passing in Bangladesh: A Comparative Study. Social Science and Medicine, 49, 679-689. http://dx.doi.org/10.1016/S0277-9536(99)00148-3 [44] Wickberg, S., Chene, M. and Zinnbauer, D. (2012) Overview of Corruption and Anti-Corruption in Bangladesh. Report by Transparency International. [45] Vian, T. (2007) Review of Corruption in the Health Sector: Theory, Methods and Interventions. Health Policy and Planning, 23, 83-94. http://dx.doi.org/10.1093/heapol/czm048 [46] Begum, S.A., Ensor, T. and Dave-Sen, P. (2000) The Public-Private Mix in Health Care in Bangladesh. Research Note 17 by Health Economics Unit of Ministry of Health and Family Welfare, Government of the People’s Republic of Bangladesh. [47] Grandey, A.A., Fisk, G.M. and Steiner, D.D. (2005) Must Service with a Smile Be Stressful? The Moderate Role of Personal Control for American and French Employees. Journal of Applied Psychology, 90, 893-904. http://dx.doi.org/10.1037/0021-9010.90.5.893 [48] Pugh, S.D. (2001) Service with a Smile: Emotional Contagion in the Service Encounter. The Academy of Management Journal, 44, 1018-1027. http://dx.doi.org/10.2307/3069445 [49] Ullah, G.M.S. and Islam, M.R. (2011) Factors Influencing Consumer Service Experience in Private Hospitals: A Study from Bangladeshi Perspective. Interdisciplinary Journal of Contemporary Research in Business, 3, 138-147. [50] McCord, C. and Chowdhury, Q. (2003) A Cost Effective Small Hospital in Bangladesh: What It Can Mean for Emergency Obstetric Care. International Journal of Gynecology and Obstetrics, 81, 83-92.
http://dx.doi.org/10.1016/S0020-7292(03)00072-9 [51] Larson, E.B. and Yao, X.Y. (2005) Clinical Empathy as Emotional Labor in the Patient-Physician Relationship. The Journal of the American Medical Association, 293, 1100-1106.
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