How customer orientation reduces job burnout through emotional labor and its impact on turnover intention: Does perceived organizational support matter?

This study explores through the lens of the banking service sector the relationship between customer orientation and job burnout through emotional labor (deep acting and surface acting), and its impact on reducing turnover intention. This research also examines the moderating role of perceived organizational support (POS). Surveying 688 frontline employees working in commercial banks in Vietnam, the authors deployed a research framework based on the conservation of resources theory, job-demand resource model, and social exchange theory and used the partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses. The findings indicated that the two types of emotional labor mediated the association between customer orientation and job burnout. POS also dampened the relationship between job burnout and turnover intention. Finally, the study suggested implications for bank managers to reduce job burnout and employee turnover intention.