Using Emotional Labor to Create and Maintain Relationships in Service Interactions

This article investigates the complex relationships between service workers and customers in both luxury and nonluxury retail settings. Though much of the sociological research on sales and service work concentrates on relatively low‐status positions, this research explores the importance of the service worker as expert and artisan. Using the concept of emotional labor introduced by Hochschild, this study examines whether emotional labor, in certain service and sales contexts, can be used to create and maintain relationships between employees and customers. This research suggests a more complete theoretical understanding of service work as well as practical policy implications applicable to such concerns as turnover and morale, training and orientation, and communication and supervisory strategies.