Salespeople' Feelings and Display Rules of Emotions at Modern Chain Stores

Student: Yakovleva Veronika

Educational Programme: Sociology (Bachelor)

Final Grade: 8

Year of Graduation: 2017

The current era of consumerism has led to the situation within which stores and employees are permanently experience competitive landscape. Such problem requires efficient communication of the later with consumers and delivery of the services which are of high quality. The quality of the services can be influenced by emotional condition of employees. Thus, the concept of emotional labor should be implemented in the analysis and can be defined as the “degree of manipulation of one’s inner feelings or outward behavior to display the appropriate emotion in response to display rules or occupational norms”. If managing employees are able to keep emotional state of the employees under control, then the chain is capable of surpassing key competitors. “Inditex” company is selected for the analysis in this study.

Full text (added May 30, 2017)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses