There is more than obeying display rules: Service employees' motives for emotion regulation in customer interactions

Although research has focused on how service employees regulate their emotions, few studies have explored why they do so. In this article, we first described which kinds of motives for emotion regulation exist in customer interactions. Second, we investigated how the motives are related to four emotion regulation strategies. The application of an explorative approach resulted in a list of 10 motives, which could be classified into the three motive categories: pleasure, prevention, and instrumental. Hierarchical linear modelling of 421 reported service interactions from a diary study revealed that the motive categories were differently related to the emotion regulation strategies. Motives of the instrumental category were only significantly positively related to surface acting. Motives of the pleasure category were positively related to deep acting and automatic regulation as well as negatively related to surface acting and emotional deviance. Motives of the prevention category were positively related to deep acting, surface acting, and emotional deviance as well as negatively related to automatic regulation. These results can be used by organizations not only to enhance the motivation of employees towards emotion regulation, but also towards more authentic emotional expressions.