Investigating the effect of emotional labor on employees' brand image of the organization considering the intermediate variables of organizational commitment and service quality (Case study: BMI)

The present study investigates the role and mechanism of affecting the emotional labor variable on employees' brand image of the organization through the intermediate variables of organizational commitment and service quality. The purpose of this study is providing a model of employees' brand image of the organization by considering the independent variable of emotional labor and the intermediate variables of organizational commitment and service quality. The study questionnaire was extracted from existing standard questionnaires, but in addition to expert opinion, confirmatory factor analysis was used to prove its validity. The study sample consisted of 367 personnel of Bank Melli Iran, all of whom completed the questionnaire. The results of the research indicate a positive and direct effect, as well as a positive and indirect effect of emotional labor on employees' brand image of the organization; The indirect effect of internal marketing on employees' brand image of the organization hrough intermediate variables of organizational commitment and service quality is far greater than its direct effect. In the indirect effect, the share of service quality on employees' brand image of the organization is greater than the share of organizational commitment