Invisible to influential: customer emotional labour’s impact on luxury services

Purpose This study aims to empirically test the influence of customer perceptions of employee emotional labour (CPEL) and customer emotional labour (CEL) on perceived service quality, satisfaction with service and repurchase intentions in luxury retail. It further examines the moderating role of perceived customer interactivity in the relationships among CPEL, CEL and service outcomes. Design/methodology/approach An online survey of 249 customers with experience in offline luxury service interactions was conducted. Statistical analyses and hypothesis testing were performed using SPSS and AMOS. Findings This study highlights the critical role of customer perceptions of employee deep acting and customer surface acting in shaping perceived service quality. It demonstrates that customers’ efforts to regulate their emotions, similar to employees’ efforts, significantly affect service outcomes. Additionally, the results suggest that perceived customer interactivity significantly moderates only the relationship between CEL and service satisfaction. Originality/value By exploring emotional labour from the customers’ perspective within the luxury retail sector, this study offers novel insights into service quality management. It extends the theoretical framework of emotion regulation theory to this context, offering practical implications for enhancing service experiences in developing luxury markets.