This study investigates the interactive effect of job demands and resources in influencing the development of a frontline employee’s customer-oriented attitude (COA) and deep versus surface acting behaviors. Results demonstrate that job resources, such as perceived organizational support and perceived customer participation, can positively influence an employee’s COA, which subsequently promotes deep over surface acting behaviors. Such positive relationships, however, are significantly and adversely affected by a job demand, perceived crowding, and a job stressor, perceived job insecurity. Specifically, contextual demands weaken the positive influence of job resources upon the development of a COA, also weakening the positive influence of a COA upon deep acting while promoting the occurrence of surface acting. From a managerial perspective, such findings highlight the importance of understanding the potentially negative influence of a stressful, demanding work environment, even upon employees who possess a very positive attitude toward helping customers.
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