The Influence of Emotional Labors on Sales Performance and Job Satisfaction Via Burnout: The Moderating Role of Adaptive Selling Behavior in the Chinese Marketplace

In the Chinese service sector, interpersonal relationships are essential for sales personnel. Oversight of their emotional well-being is critical. This research explores the impact of emotional labor and burnout on sales performance and job satisfaction among sales staff, along with adaptive selling behavior. A survey was conducted using the platform 'Wenjuanxing' from May 14 to May 24, 2022, focusing on Chinese sales staff. The survey focused on sales staff in China, and feedback from 231 individuals was evaluated following the exclusion of 29 insincere responses. The research divides emotional labor into two domains and investigate as surface acting positively impacts burnout (β=.308, p.01), whereas deep acting adversely impacts burnout (β=−.294, p.001). Also, burnout negatively affects sales effectiveness and job satisfaction. The study further examines the moderating role of adaptive selling behavior on burnout