• Journal of Digital Convergence
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• v.13 no.11
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• pp.99-108
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• 2015

The aim of this research is to investigate empirically the interrelationship among emotional labor strategies, frontline employee creativity, service performance, and specifically examines the mediating effect of employee creativity in the relationship between emotional labor strategies and service performance in the context of bank industry. The data were collected from frontline employees of banks in Daegu and Gyeongnam. A total of 484 questionnaires were used for the final analysis. Consistent with hypotheses, the results of analysis show that surface acting has a negative effect on employee creativity, while deep acting has a positive effect on employee creativity, and employee creativity has a positive effect on service performance. Furthermore, employee creativity has mediating effect in the relationship between emotional labor strategies-performance.