ABSTRACT
With the simulation of products as a development in technology, changes and diversification in consumer expectetions and gradually intensification of competition, the businesses expect that workers should use their emotion powers, like physical and mental/intellect powers, for obtaining market advantage. This situation is especially more valid in service jobs which be characterized intensive customer-worker interaction. So, workers who work in like these jobs are named emotion workers. Emotion workers could perform more emotional labor than physical and mental labor. However, emotional labor could cause negative consequences for emotion workers. Emotion workers couldn’t express and sense-make themselves in work if they must behave differently from their actual feelings. Due to emotional dissonance that arise from between emotion workers’ actual feelings and work role, work alienation problem becomes efficient. In this study also investigate the relationship level between emotional labor and work alienation empirically. For this aim, research hypothesis were tested by analyzing on survey data that were gathered from emotion workers who work hotels 138 , call centers 130 and stores 71 . Emotional labor items were took from Avcı ve Boylu 2010 ’s measure adaptation study and work alienation survey items were prepared by inspiring approachments of Karl Marx by authors of this study. As a result of analysis, it’s identified two factors for emotional labor, namely emotional dissonance and emotional effort, and in case of work alienation variables collect in a single factor. It’s idenitified that there is a significant and positively relationship emotional labor and work alienation. However, especially emotional dissonance has more effect on work alienation. In addition, temporary, namely contractual and on-calling, have higher level work alienation feeling
Keywords : Emotinal labor, emotion workers, emotional dissonance, emotional effort, work alienation
