Journal of Services Marketing

The effects of relationship bonds on emotional exhaustion and turnover intentions in frontline employees
Edward Shih-Tse Wang
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Edward Shih-Tse Wang , (2014),"The effects of relationship bonds on emotional exhaustion and turnover intentions in frontline
employees", Journal of Services Marketing, Vol. 28 Iss 4 pp. 319 - 330
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 The effects of relationship bonds on
emotional exhaustion and turnover intentions
in frontline employees
Edward Shih-Tse Wang
Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung, Taiwan

Abstract
Purpose – This paper aims to extend the relationship marketing concept to examine which relationship bonds (social, structural and financial bonds)
have different effects on employee affective (want to stay), normative (ought to stay) and continuance commitment (have to stay). Preventing
emotional exhaustion in frontline employees and helping them stay on the job is an important topic for emotional labor research. The research also
investigates which types of commitment influence emotional exhaustion and turnover intentions significantly.
Design/methodology/approach – Data were collected through a self-reported questionnaire administered to 401 restaurant service industry
frontline workers.
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Findings – The findings support the hypothesis that whereas social and financial bonds influence affective commitment, structural and financial
bonds influence continuance commitment. Furthermore, affective commitment is a crucial factor for preventing emotional exhaustion and turnover
intentions, whereas continuance commitment positively affects emotional exhaustion.
Originality/value – This research offers academic and managerial insights into the various types of relationship bonds and controls these bonds
for facilitating employee organizational commitment, which consequently affects emotional exhaustion and turnover intention.
Keywords Organizational commitment, Turnover intention, Emotional exhaustion, Relationship bonds
Paper type Research paper

An executive summary for managers and executive (Ashforth and Humphrey, 1993; Morris and Feldman, 1996;
readers can be found at the end of this issue. Van Dijk and Brown, 2006). For instance, scholars
acknowledge that the positive emotion displayed by frontline
1. Introduction employees has a significant positive influence on a consumer’s
evaluation of service quality (Pugh, 2001), repatronage
Emotional labor is a person’s effort to manage his/her feelings to
intentions (Wang, 2009) and positive word-of-mouth
create a publicly observable facial and bodily display
(Hochschild, 1983) and to present organizationally desired advertising (Tsai, 2001). Although emotional labor can result
emotions during service transactions (Meier et al., 2006). Thus, in positive outcomes, it is also associated with negative
emotional labor jobs require the workers, such as frontline outcomes such as employee stress, increased sick leave and a
employees, to have face-to-face contact with the consumer and higher turnover (Hatzinikolakis and Crossman, 2010).
require the worker to control his/her personal emotions and When contact personnel express positive emotion to match an
display appropriate job-related emotions (e.g. smiling) to induce organization’s emotional display rules, but in contrast to their
positive customer responses (Smith et al., 2009). Based on personal feelings, higher emotional exhaustion and turnover
service management literature, emotional labor is particularly intentions were found among emotional laborers (Seery and
relevant to service encounters because frontline service personnel Corrigall, 2009; Chau et al., 2009). Thus, affective delivery
are situated at the organization– customer interface, have demands can be laborious and are related to general emotional
face-to-face interaction and represent the organization to exhaustion (Trougakos et al., 2008). Working in emotional labor
customers (Ashforth and Humphrey, 1993). that demands more emotional resources is associated with higher
In the past decade, an increasing number of research studies levels of emotional exhaustion (Smith et al., 2009). Although
on service employees focused on the effects of emotional labor there is now an increasing amount of research that acknowledges
on consumer reactions (Grayson, 1998; Hennig-Thurau et al., this phenomenon (Van Dijk and Brown, 2006; Seery and
2006; Groth et al., 2009) or job outcomes of employees Corrigall, 2009), few have considered how to control and reduce
such negative outcomes. If they neglect the stress of frontline
employees, managers could be placing the organization at risk for
The current issue and full text archive of this journal is available at greater physical and/or mental exhaustion of employees resulting
www.emeraldinsight.com/0887-6045.htm
in greater turnover and diminished organizational commitment
(Huang and Dai, 2010).

Journal of Services Marketing

28/4 (2014) 319 –330 Received 8 November 2012
© Emerald Group Publishing Limited [ISSN 0887-6045] Revised 3 May 2013
[DOI 10.1108/JSM-11-2012-0217] Accepted 2 June 2013

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 Effects of relationship bonds Journal of Services Marketing
Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

From an organizational behavior perspective, employees have Athanassopoulou, 2006) and organization– employee
been considered internal customers (Vasconcelos, 2008; Kaur relationships (Bartels et al., 2006).
et al., 2010). Internal relationship marketing focuses on achieving A review of the relationship and services literature indicates
effective internal relational exchanges between the organization that consumers who have developed a relationship with a
and its employee groups (George, 1990). Because of the belief service provider not only expect to receive satisfactory delivery
that organizations with committed employees achieve superior of core service performance, but also expect to receive
performance, organizational managers and researchers focus on relationship benefits (Gwinner et al., 1998). Relationship
employees’ relationship commitment toward the organization benefits act as bonds that tie customers to the service provider
(Fu et al., 2009). However, services businesses have not paid by making it unattractive to switch providers (Liljander and
close attention to creating organization– employee relationships Roos, 2002). Relationship-bonding strategies are therefore
(Herington et al., 2006). Although relationship bonds are critical crucial for establishing committed customers (Dash et al.,
for establishing committed customers (Dash et al., 2009) and 2009). Other researchers have also suggested three types of
scholars have investigated the different effects of various consumer-relationship benefits, including confidence
relationship bonds on satisfaction, commitment and loyalty (representing psychological benefits), social and
(Hennig-Thurau et al., 2002), the question of causality between special-treatment benefits (representing customization and
different relationship bonds and types of employee relationship economic benefits) that consumers receive as a consequence
commitments remains unclear. Because emotional labor is of engaging in long-term relational exchanges with service
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positively associated with emotional exhaustion, which providers (Gwinner et al., 1998). Based on the literature of
consequently causes high job turnover (Moon et al., 2013), by relationship marketing, bonds are the economic,
developing an empirical model from a relationship marketing psychological, emotional or physical attachments in a
perspective, this study examines the impact of relationship bonds relationship that are built through interaction and that tie
on relationship commitment, emotional exhaustion and turnover parties together in a relational exchange (Liang and Wang,
intention. Specifically, this study explores the relationship among 2005). Various relationship bonds exist between parties and
different types of relationship bonds (financial, social and are classified under three broad categories: financial, social
structural bonds), three types of organizational commitment and structural bonding (Kandampully and Duddy, 1999;
(affective, normative and continuance commitment), emotional Harrison-Walker and Neeley, 2004; Liang and Chen, 2009;
exhaustion and turnover intentions. This study explores whether White et al., 2010).
different types of relationship bonds might have different effects A good relational interaction generally engenders
on emotional exhaustion and turnover intentions through commitment, a primary variable that makes relationship
organizational commitment. Understanding the impact of marketing successful (Liang and Chen, 2009). Furthermore,
various relationship bonds on three facets of relationship researchers have confirmed the positive relationship between
commitment, on emotional exhaustion and on turnover relationship bonds and commitment (Lin et al., 2003).
intentions can help a firm develop an effective internal Further studies concerning three types of organizational
relationship marketing strategy to increase organizational commitment (affective, normative and continuance
commitment and reduce emotional labor worker emotional commitment) create a distinction (Fu et al., 2009; Landry
exhaustion and turnover intentions. et al., 2010; Dwivedula and Bredillet, 2010; Williams et al.,
2012). Affective organizational commitment refers to
2. Literature review and hypotheses employee emotional attachment to the organization.
Normative organizational commitment refers to employee
Hunt et al. (2006) indicated that Berry (1983, p. 25) first
feelings of obligation to remain with the organization (Simosi
defined the “relationship marketing” term in service literature
and Xenikou, 2010). Finally, continuance organizational
as attracting, maintaining and (in multi-service organizations)
commitment refers to the perceived cost of leaving an
enhancing customer relationships. Relationship marketing is
organization because of accumulated investment (Ansari,
related to all marketing activities directed toward establishing,
2011) and is based on rational motives and economic
developing and maintaining successful relational exchanges
considerations (Marshall, 2010).
(Morgan and Hunt, 1994). Relationship marketing has been
heralded as an effective strategy to attract, maintain and
enhance customer relationships (Ward and Dagger, 2007), 2.1 The impact of social bonds on organizational
and has received increasing attention in both marketing theory commitment
and practice (Huang, 2008). The initial objective of Social bonds refer to positive interpersonal relationships and
relationship marketing is to maintain a committed relationship are an important part of building a business relationship
between a customer and a business (Hsieh et al., 2005). In (Kuenzel and Krolikowska, 2008). Social bonds are personal
addition, the academic relationship marketing literature also ties, the degree of personal friendship and liking shared by
highlights internal relationships (i.e. organization– employee) both parties involved, forged during interpersonal interaction
as having an important impact on business– consumer (Liang and Wang, 2005). Kuenzel and Krolikowska’s (2008)
relationships (Herington et al., 2006; Liang and Chen, 2009). research on an auditor– client relationship found social bonds
Thus, although the original applications of relationship to be an antecedent of commitment. Affective commitment is
marketing theory focused on the context of an affective state of mind an individual has toward a
business– consumer relationships (Hsieh et al., 2005), the relationship with another partner (Wetzels et al., 1998).
theory has been extended to help explain behavior in settings Affective commitment, or the “want to stay” component,
of business– business (Kim and Michell, 1999; refers to an employee who is emotionally attached and

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Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

identifies with the organization (Meyer et al., 1999). A H3. Structural bonds have a positive influence on normative
previous study has indicated the interpersonal interaction commitment.
factor as the strongest predictor of the emotional relationships
that people form with a place (Alexandris et al., 2006). Structural bonds are an organization enhances employee
Researchers have further suggested that a person’s social relationships by designing the solution to employee problems
support can allow them to obtain emotional support, resulting into organizational systems. An organization may provide a
in an emotional attachment between a person and a place customized organizational system with its employee aimed at
(Rosenbaum et al., 2007). Affective commitment represents retaining relationships. Designing work schedule flexibility
an emotional attachment to the organization (Landry et al., may cause an employee to perceive switching costs as high,
2010), and social bond strategies provide emotional and given the anticipated scarce alternatives. These solutions offer
psychological benefits to parties (Liang and Chen, 2009). This employees value-added benefits that are not readily available
leads to the following: elsewhere (Liang and Chen, 2009). This raises employees’
perceived costs for switching to a competitor. Continuance
H1. Social bonds have a positive influence on affective commitment is based on employee analysis of the costs
commitment. associated with leaving the organization and is the “must stay”
component (Meyer et al., 1999). Continuance commitment
Normative commitment refers to employees who are focuses on switching costs that employees associate with
committed to their organization because they feel they are leaving the organization (N’Goala, 2007), when an employee
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obliged to be (Furtmueller et al., 2011). Social interaction intends to continue the relationship because other viable
increases a person’s awareness of the effect of social norms on alternatives are scarce (Nusair et al., 2010). Thus, this study
behavior (van den Putte et al., 2005). Previous studies have hypothesizes that:
suggested that everyday social interaction affects peer
perceptions of collective norms (Paluck and Shepherd, 2012). H4. Structural bonds have a positive influence on
Therefore, it is reasonable to expect that social interactions in continuance commitment.
employees of the organization that are favorable might induce
high levels of normative commitment to the organization.
Thus, employees with strong social bonds might feel that they 2.3 The effect of financial bonds on organizational
ought to remain with the organization. Thus, this study commitment
proposes the following hypothesis: Economic ties are associated with economic dependence
(Young and Denize, 1995). This study defines financial bonds
H2: Social bonds have a positive influence on normative as company effort to stimulate employee financial satisfaction
commitment. using financial incentives such as wages or salaries. Monetary
incentives affect behavior in “emotional trigger” aspects
2.2 The effect of structural bonds on organizational (Read, 2005). Money is the most extrinsic motivation
commitment (Melancon et al., 2011) and employees are likely to be
From the service marketing perspective, Chiu et al. (2007) sensitive to pay inequity (Newman and Sheikh, 2012). A
argued that structural bonds create value on industry and consumer researcher recommended using a loyalty program to
product customization to the customer. In this study, provide economic incentives for creating consumer affective
structural bonds are company efforts to stimulate employee commitment (Verhoef, 2003). Previous work has established a
work satisfaction using value-added programs contained in the positive link between pay satisfaction and the affective
organization system. This includes customized job design commitment of employees (Melancon et al., 2011). Newman
policies and procedures, such as a policy that enables and Sheikh (2012) further indicated the significant relation
employees to customize their own work time and arrange their between pay satisfaction and affective commitment. Thus, this
own work schedule for maximum efficiency and comfort. A study proposes the following hypothesis:
recent study has suggested the exchange of organizational
H5. Financial bonds have a positive influence on affective
commitment in flexible work arrangements (Brittany and
commitment.
MacDonnell, 2012). Jacobsen (2000) suggested that
employees who are given the option to arrange their own work Decisions to engage in a particular behavior might depend in
schedule might view the arrangements as an additional part on others in the work environment. Normative
benefit. Flexible schedules also represent an organizational commitment is marked by feelings of guilt or unease in leaving
mechanism that supports employee work–life balance (Virick an organization and is an obligation-based attachment to the
et al., 2007). Because employees require work–life balance, organization (Melancon et al., 2011). Statistical data also
they may feel that flexible working hours are an indication that reveal a significant positive relationship between financial
the organization “cares” (Giannikis and Mihail, 2008). incentives and normative commitment (Joanna et al., 2011).
Winkelmann-Gleed (2009) further indicated that employees This may be because people who are satisfied with the
might express normative commitment to the organization if economic rewards an organization provides might feel guilty if
they have previously received support. Thus, employees who they leave the organization. Therefore, this study proposes the
believe that flexible work arrangements indicate an following hypothesis:
organization that cares about them might develop a feeling of
responsibility and obligation to the organization. This study H6. Financial bonds have a positive influence on normative
thus proposes the following hypothesis: commitment.

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Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

Researchers have also argued that one motivation for 2.5 The impact of normative commitment on
employees to engage in a work role is to obtain economic emotional exhaustion and turnover intentions
benefits (D’Ivoire et al., 2010). Continuance commitment is Emotional exhaustion indicates a person’s stress reaction to
the employee’s desire to remain in a relationship with an social demands at the workplace (Paulsen et al., 2005).
organization because the employee accrues certain financial Normative commitment is an employee’s response to
benefits by working for the organization (SamGnanakkan, organizations that are perceived to provide support as part of
2010). Melancon et al. (2011) further suggested that the psychological contract with employees (Ansari, 2011).
economic rewards are likely to lead to continuance Prior study has supported a significant negative relationship
commitment. Researchers have found evidence of a positive between normative commitment and emotional exhaustion
(Tepper, 2000). Researchers have further suggested that
relationship between economic exchange and continuance
perceived organizational support and psychological contract
commitment (O’Donnell et al., 2012). Thus, employees who
reduce employee stress (Aselage and Eisenberger, 2003). This
maintain strong continuance commitment continue to work
leads to the following hypothesis:
for an organization because they feel they can receive financial
benefits. This study thus proposes the following hypothesis: H10. Normative commitment has a negative influence on
emotional exhaustion.
H7. Financial bond strategies have a positive influence on
continuance commitment. People who experience belonging to an organization perceive
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that they would make a heavy personal sacrifice if they left the
organization (García-Cabrera and García-Soto, 2012).
2.4 The impact of affective commitment on emotional Employees who experience a greater sense of moral obligation
exhaustion and turnover intentions toward a company are less likely to entertain thoughts about
Feelings of being emotionally overextended characterize leaving the company, compared with employees who feel little
emotional exhaustion (Grayson, 1998). Emotional exhaustion obligation toward a company (Landry et al., 2010). A previous
is a lack of energy and the depletion of an individual’s study further indicated that normative commitment leads to
emotional resources (Karl and Peluchette, 2006), and is an socially valuable behavior and sacrificial behavior; thus, people
important factor that hinders willingness to expand effort who are normatively committed forego attractive alternatives
for staying with an organization (Melancon et al., 2011).
(Baba et al., 2009). Affective commitment is characterized by
Bloemer and Odekerken-Schröder (2006) concluded that
a desire-based emotional attachment of the person to an
employees who are normatively committed likely intend to
organization (Marshall, 2010). Affective commitment
stay with their current organization. Thus, this study proposes
represents an involvement in, identification with (Landry
the following hypothesis:
et al., 2010) and emotional attachment to (Rousseau and
Aubé, 2010) the employing organization. Previous studies H11. Normative commitment has a negative influence on
have indicated that a strong emotional attachment to an turnover intention.
organization relates negatively to emotional exhaustion
(Tepper, 2000; Seery and Corrigall, 2009). Employees who 2.6 Effect of continuance commitment on emotional
feel more emotionally attached to their firm (i.e. higher exhaustion and turnover intention
affective commitment) experience less emotional exhaustion Continuance commitment is an attachment derived from a
from their work (Herda and Lavelle, 2012). Thus, service recognition of switching costs, sacrifice, lack of choice and
employee’s high level of affective commitment to their dependence (Fullerton, 2005). Previous studies have
organization implies more perceived emotional attachment suggested that having no alternative options may increase the
toward the employing organization and a lower feeling of risk of stress-related disorders and have confirmed that the
emotional exhaustion, thereby leading to the following: lack of alternatives is positively related to emotional
exhaustion (Landry et al., 2010). For instance, considering
H8. Affective commitment has a negative influence on career opportunities within the organization or labor market as
emotional exhaustion. limited or absent, but still needing a current job, may evoke
emotional exhaustion. Because continuance commitment is
A high level of affective commitment is also characterized by based on perceived switching costs and alternatives, it seems
feelings of belonging, loyalty and remaining with the reasonable to expect that employees who are not willing but
organization (Rousseau and Aubé, 2010). Research has have to remain in a work role because of a belief that they
indicated that affective commitment negatively relates to could not find a better alternative, increases emotional
intent to leave (Landry et al., 2010). In addition, affective exhaustion. The following hypothesis is therefore proposed:
commitment was found to be an antecedent variable of
employee turnover intentions (Stinglhamber and H12. Continuance commitment has a positive influence on
Vandenbergh, 2003; Vandenberghe and Tremblay, 2008; emotional exhaustion.
Rafferty and Restubog, 2010), and an important predictor of
turnover intentions (Wasti, 2003). Thus, 2.7 The impact of emotional exhaustion on turnover
intentions
H9. Affective commitment has a negative influence on According to Baba et al. (2009), individuals who experience
turnover intentions. high emotional exhaustion are more likely to see their

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 Effects of relationship bonds Journal of Services Marketing
Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

individual performance weaken and decrease their resources Table I Profile of respondents (N ⫽ 401)
to respond to job demands, thereby provoking higher levels of Characteristics of
emotional exhaustion and consequently affecting respondents Frequency Per cent
performance. Employees experiencing emotional exhaustion
may evoke a turnover reaction to cope with the status (Yavas Gender
et al., 2008; Sawyerr et al., 2009). Thus, employees Male 142 35.4
experiencing high levels of emotional exhaustion should be Female 259 64.6
more likely to leave their organizations. Modes of job
Full-time 158 39.4
H13. Emotional exhaustion has a positive influence on Part-time 243 60.6
turnover intentions. Age (years)
< 20 108 26.9
3. Research methodology 20-24 168 41.9
25-29 61 15.2
3.1 Sample and data collection
Using non-probability convenience sampling, this study was > 29 64 16.0
conducted in 36 restaurant service organizations located in a Length of service in the company (years)
medium-sized metropolitan area in Central Taiwan. The < 0.5 66 16.5
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restaurant industry was chosen because of its notable contact 0.5-0.9 95 23.7
personnel emotional displays, compared to other service 1.0-1.4 90 22.4
industries such as banking and car washing. Data were 1.5-2.4 50 12.5
collected in 2011 from frontline employees interacting directly 2.5-3.4 43 10.7
with customers on a regular basis. The survey used > 3.4 57 14.2
self-completed questionnaires distributed at various service Frontline employee at workplace
locations. In total, 704 questionnaires were distributed to the <5 49 12.2
fields. All participants received the questionnaire from a 5-9 99 24.7
supervisor of a research team and returned the completed 10-19 95 23.7
questionnaire to the research team. Respondents were asked 20-29 46 11.5
to assess the status of the relationship bonds of the employing 30-39 73 18.2
organization, and their own attitude toward the organization > 39 39 9.7
(commitment and turnover intention). They also completed a
self-evaluation of their own level of emotional exhaustion. To
control for social desirability bias, the research team also part-time employees (61 per cent), whereas 158 (39 per cent)
informed respondents that their answers were anonymous and of the respondents were full-time employees. Most
the research team did not collect respondents’ name or other respondents were between the ages of 20 and 24 (42 per cent)
personal information. Participants received a two-page survey years, followed by ⬍ 20 years (27 per cent). Nearly 40 per cent
with multi-item scales of variables. Respondents’ of respondents had worked in the company less than one year.
demographic information (gender, age and work experience) Table II shows the mean, standard deviation and
was also collected. A total of 401 questionnaires were returned correlation among the seven constructs. Scale reliability and
completed, producing a response rate of 57 per cent. validity were analyzed through the use of confirmatory factor
analysis using LISREL statistical software. Reliability and
3.2 Measurement validity of the scale items were assessed using composite
Items in the survey questionnaire were based on prior studies reliability (CR) and average variance extracted (AVE), as
and were modified to fit the research context. A pilot test of 12 suggested in the literature (Sabiote and Román, 2009; Coelho
conveniently selected subjects was conducted to ensure the et al., 2011; Yang and Guy, 2011). The CR should be greater
survey questionnaire was clear to interviewees. Relationship than 0.70 and AVE should exceed 0.50 (Hair et al., 1998; Lee
bonds (including financial, social and structural bonds) used a and Shim, 2006). Construct reliability estimates ranged from
ten-item scale adapted from Peltier et al.’s (2006) study, and 0.74 to 0.92 and AVE estimates ranged from 0.51 to 0.75,
nine-item scales for the three organizational commitment which is satisfactory (Table III). These results indicate that
dimensions (affective, normative and continuance measurement items have high reliability. AVE was also used to
commitment) were adapted from Fu et al. (2009). The evaluate discriminant validity of the constructs. To satisfy the
four-item scale for emotional exhaustion was modified from discriminant validity requirements, the square root of AVE by
Wilk and Moynihan’s (2005) study. Turnover intention was the measure of each construct should exceed the correlation of
measured using a five-item scale developed by Jaramillo et al. that construct’s measure with all measures of other constructs
(2009). All items in the questionnaire employed a 7-point (Garcia and Kandemir, 2006). Table II shows that these
Likert scale and were anchored by a strong agree/disagree values suggest all constructs possess strong discriminant
combination. validity.

3.3 Data analysis 3.4 Results of hypotheses tests

The respondents consisted of women (65 per cent) and men The model was tested using LISREL 8.70. The framework
(35 per cent) (Table I). Most respondents in this study were depicted in Figure 1 involves the hypotheses tested using

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Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

Table II Correlation between research constructs

Correlation
Research constructs Mean SD SocB StrB FB AC NC CC EE TI
Social bonds (SocB) 5.55 1.05 0.82
Structural bond (StrB) 4.14 1.52 0.32 0.80
Financial bonds (FB) 4.60 1.29 0.51 0.50 0.86
Affective commitment (AC) 5.03 1.15 0.61 0.39 0.64 0.87
Normative commitment (NC) 4.38 1.30 0.32 0.34 0.50 0.49 0.71
Continuance commitment (CC) 3.75 1.45 0.20 0.33 0.35 0.27 0.53 0.77
Emotional exhaustion (EE) 3.40 1.40 ⫺0.36 ⫺0.11 ⫺0.31 ⫺0.41 ⫺0.26 ⫺0.05 0.85
Turnover intentions (TI) 3.47 1.43 ⫺0.38 ⫺0.23 ⫺0.41 ⫺0.47 ⫺0.35 ⫺0.13 0.73 0.83
Notes: The square root of average variance extracted (AVE) for each construct (on the diagonal); Scores: 1–strongly disagree; 4 –neutral; 7–strongly
agree

Table III Summary of the scales of the research constructs

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Research constructs Measurement items C.R. values AVE values

Social bonds (SocB) I communicate well with my colleagues 0.89 0.68
I maintain good relations with my colleagues
I maintain good relations with my supervisor
I communicate well with my supervisor
Structural bond (StrB) I am satisfied with my ability to determine how much overtime I work 0.84 0.64
I am satisfied with the freedom to decide the number of hours I work each shift
I am satisfied with the work schedule flexibility
Financial bonds (FB) I am satisfied with my total income earned 0.90 0.74
I am satisfied with the hourly wage that I receive
I am satisfied with the amount of recognition that I receive
Affective commitment (AC) I feel like “part of the family” at Company XYZ 0.92 0.75
I feel “emotionally attached” to Company XYZ
Company XYZ has a great deal of personal meaning for me
I feel a strong sense of belonging to Company XYZ
Normative commitment (NC) Jumping from organization to organization does seem at all unethical to me 0.76 0.51
I believe that loyalty is important and therefore feel a sense of moral obligation
to remain
If I got another offer for a better job elsewhere, I would not feel it was right to
leave Company XYZ
Continuance commitment (CC) I feel that I have too few options to consider leaving Company XYZ
One of the few serious consequences of leaving Company XYZ would be the 74 0.59
scarcity of available alternatives
Emotional exhaustion (EE) I feel burned out from my work 0.91 0.73
I feel fatigued when I get up in the morning and have to face another day on
the job
I feel frustrated with my job
I feel tired at work
Turnover intentions (TI) I do not think I will spend my entire career with this organization 0.92 0.69
I intend to leave this organization within a short period of time
I have decided to quit this organization
I am looking at other jobs now
If I do not get promoted soon, I will look for a job elsewhere

structural equation modeling. Results for the conceptual fit index at 0.94, comparative fit index at 0.95, incremental fit
model indicated that the model fits the data well, the index at 0.95, relative fit index at 0.93 and goodness-of-fit
chi-square (1356.32) to degrees-of-freedom ratio (334) at index at 0.81 are all within the accepted thresholds, as
4.06 falls in the range between 1.0 and 5.0 (Epitropaki and suggested in the literature (Randall et al., 2009).
Martin, 2005), and the root mean square error of Figure 1 shows that all paths in the research model are
approximation value (0.087) is within 0.1 (Tarafdar et al., supported. H1-H7 predict the effect of bond type on
2010), indicating an adequate model fit to the data. Normed commitment type. H1 and H2 predict that social bonds have

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 Effects of relationship bonds Journal of Services Marketing
Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

Figure 1 Conceptual framework and research results

H1(+)
ξ1 γ11 = + 0.43***
Social bonds η1
Affective H8 (−)
commitment β41 = − 0.39***
H2(+)
γ21 = + 0.13* R2 = 0.58 η4
Emotional
H9 (−) exhaustion
β51 = − 0.14** R2 = 0.23
H3(+) η2
Normative H10 (−) H13(+)
ξ2 γ22 = + 0.14*
commitment β42 = − 0.20** β54 = + 0.69***
Structural bonds R2 = 0.40
H11 (−) ηH5 12(+)
H4(+) β52 = − 0.20* Turnover
γ32 = + 0.25*** intentions
H12 (+) R2 = 0.65
H5(+) η3 β 43 = + 0.18***
γ13 = + 0.44*** Continuance
H6(+) commitment
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γ23 = + 0.47*** R2 = 0.24

ξ3
Financial bonds H7(+)
γ33 = + 0.31***

Notes: p < 0.05 = *; p < 0.01 = **; p < 0.001 = ***

a positive influence on affective commitment and normative 3.5 Alternative model testing
commitment, respectively. The results support these After confirming the hypothesized model, it was compared
predictions (H1: ␥ ⫽ 0.43, p ⬍ 0.001; H2: ␥ ⫽ 0.13, p ⬍ with an alternative model. In this study, the hypothesized
0.05), indicating that social bonds are positively related to model is a complete mediation model and hypothesizes that
affective and normative commitment. H3 and H4 predict that three types of relationship bond (financial, social and
structural bonds have a positive influence on normative structural bonds) indirectly influence emotional exhaustion
commitment and continuance commitment, respectively. The and turnover intention through affective, normative and
results indicate a significant relationship between structural continuance commitment. This study tested an alternative
bonds and normative commitment (␥ ⫽ 0.14, p ⬍ 0.05). model to the proposed model: partial mediation, in which the
Structural bonds are also related to continuance commitment direct and indirect effects (through affective, normative and
(␥ ⫽ 0.25, p ⬍ 0.001). Hence, H3 and H4 are supported. continuance commitment) of financial, social and structural
H5-H7 predict that financial bonds are positively related to bonds on emotional exhaustion and turnover intention are
affective (H5), normative (H6) and continuance (H7) posited. To test the partial mediation model, the direct
commitment. These results support the hypotheses (H5: ␥ ⫽ impacts of the three types of relationship bond on emotional
0.44, p ⬍ 0.001; H6: ␥ ⫽ 0.47, p ⬍ 0.001; H7: ␥ ⫽ 0.31, p ⬍ exhaustion and turnover intention were estimated by linking
0.001). H8-H12 predict the effect of commitment type on six direct causal paths from the three types of relationship
emotional exhaustion and turnover intentions. H8 and H9 bond on emotional exhaustion and turnover intention. The
predict that affective commitment has a negative influence on results show that five of the six added paths in the alternative
emotional exhaustion (H8) and turnover intentions (H9). The model are non-significant. Only the social bonds are
results show support for the negative influence of affective negatively related to emotional exhaustion (␥ ⫽⫺0.11, p ⬍
commitment on emotional exhaustion (H8: ␤ ⫽ ⫺0.39, p ⬍ 0.05). A previous study has suggested that the consistent
0.001) and turnover intentions (H9: ␤ ⫽ ⫺0.14, p ⬍ 0.005). Akaike information criterion (CAIC) is appropriate for model
H10 and H11 are also supported (H10: ␤ ⫽ ⫺0.20, p ⬍ 0.005; comparison and a smaller value of the criteria indicates a
H11: ␤ ⫽ ⫺0.10, p ⬍ 0.05) because normative commitment is better fit of the model (Hennig-Thurau et al., 2002). In the
related to emotional exhaustion (H10) and turnover intentions case of the hypothesized model, the CAIC is 1,859.88 and the
(H11). H12 predicts that continuance commitment has a value for the alternative model is 1,878.55. In comparing the
positive influence on emotional exhaustion (H12) and the alternative model with the hypothesized model, significant
results support the hypothesis (␤ ⫽ 0.018, p ⬍ 0.005). Finally, differences emerged (⌬␹ 2 ⫽ 23.3, ⌬df ⫽ 6, p ⬍ 0.001). Based
the results also show a significant effect of emotional on the criteria of CAIC indices and chi-square difference, the
exhaustion on turnover intentions (␤ ⫽ 0.69, p ⬍ 0.001), proposed mediation model significantly fits better than the
indicating that emotional exhaustion is positively related to partial mediation model.
turnover intentions, supporting H13. The explained variances
by predicting constructs were 58 per cent (affective
commitment), 40 per cent (normative commitment), 24 per 4. Discussion
cent (continuance commitment), 23 per cent (emotional Because the frontline employee is critical to the success of
exhaustion) and 65 per cent (turnover intention). numerous service industries, and simultaneously faces the

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Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

continuing problem of employee emotional exhaustion and applied indiscriminately, but should focus on effectively
high turnover rates (Lv et al., 2012), understanding how to preventing emotional exhaustion and the departure of
prevent emotional exhaustion and retain employees has emotional labor workers. In particular, understanding the
become a crucial topic in service industries. Accordingly, this different effects of relationship bonds on employee response
paper is the first study to clarify whether the three types of could aid in developing a more effective relationship
relationship bonds (social, structural and financial bonds) marketing strategy. The findings indicate that enhancing
influence employee responses to affective, normative and affective commitment leads to lower emotional exhaustion,
continuance commitments. The effects of types of which is an important antecedent of turnover intention.
commitments on employee emotional exhaustion and Therefore, inducing employees to feel like a part of the
turnover intentions are also examined. Analysis of the results organization, be emotionally attached and have a sense of
reveals that emotional exhaustion and turnover intentions are belonging to an organization is all helpful for employees to
directly affected by organizational commitments (e.g. prevent emotional exhaustion and reduce turnover intention.
affective, normative and continuance commitments) and The finding that social and financial bonds are critical
preceded by social, structural and financial bonds. The factors influencing affective commitment suggests that service
findings show that financial bonding affects three types of providers should focus on maintaining interpersonal
commitments. Whereas social bonds positively influence relationships and high-quality communication from employee
affective and normative commitment, structural bonds to employee and from supervisor to employee to develop a
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positively affect normative and continuance commitment. The sense of affective attachment in employees. A service firm
results further show that affective commitment has a negative should also offer a satisfactory financial incentive for frontline
influence on employee emotional exhaustion and turnover employees to create positive associations with the workplace.
intention. Normative commitment also has a negative effect In sum, while different relationship bonds can affect or vary
on emotional exhaustion and turnover intention. Continuance perceptions of commitment, and different types of
commitment, however, has a positive effect on emotional commitment can affect emotional exhaustion and turnover
exhaustion. The findings also show that emotional exhaustion intentions, different bonding strategies should be used.
is a vital indicator of turnover intention. In sum, these findings Service managers can apply this study’s findings in adopting
show affective commitment as a critical factor in preventing appropriate relationship bonds to increase the organizational
emotional exhaustion. commitment of emotional labor workers and, in turn, lessen
the likelihood of emotional exhaustion and turnover
intentions.
4.1 Theoretical and practical implications
This research focuses on various relationship bonds that might
have different effects on three types of organizational 4.2 Conclusion, limitations and further research
commitments, which consequently have effects on emotional Because emotional labor significantly influences employee
exhaustion and turnover intention. The results are in line with emotional exhaustion and intentions to quit, service marketers
previous studies, which have argued that affective must know how to retard these organizational negative
commitment influences employee turnover intention outcomes. Service managers understanding the specific
(Stinglhamber and Vandenbergh, 2003; Vandenberghe and drivers of commitment, emotional exhaustion and turnover
Tremblay, 2008; Rafferty and Restubog, 2010). The results intentions based on various relationship bonds perceptions
are also consistent with the suggestions of Melancon et al. held by employees is particularly useful for allocating
(2011), that employee normative commitment affects resources to ease both emotional exhaustion and intention to
turnover intention. Because of a lack of clarity on the quit. This study provides a clear understanding of the
relationship between different relationship bonds and types of influence of relationship bonds, and the findings can help
employee relationship commitment, this study examines the service marketers gain organization commitment from
effects of social, structural and financial bonds on the three frontline employees and move on to prevent frontline
forms of commitment. The author further explores the effect employee emotional exhaustion and turnover intentions. The
of the three types of commitment on emotional exhaustion finding assists service organizations in creating effective
and turnover intention. This finding contributes to the employee retention policies and practices to prevent
relationship marketing field by showing how various types of employees from leaving their jobs.
relationship bond influence commitment types, and how Despite these contributions, this study has limitations, and
various types of relationship commitment influence emotional further research should address the following issues. First,
exhaustion and withdrawal intentions. These findings offer although the context of the restaurant service setting was
insight into factors contributing to the emotional labor relevant to emotional labor and allowed the research to control
literature from the relationship marketing perspective. for industry effect, it potentially limits generalizability of the
These findings can help service organizations prevent results to other service sectors. To provide evidence of
employee emotional exhaustion and lower turnover intention generalizability, future research must replicate these findings
by using relationship bond strategies. An understanding of in other service industry settings. A second limitation of this
how relationship bonds influence the three facets of study is that it was conducted in Taiwan only. In international
commitments could enable service operators to more clearly service settings, culture affects how people understand
understand how to enhance employee commitment. emotions and emotional events (Salman and Uygur, 2010).
Furthermore, service organizations must focus on making Hofstede (1994) indicated that whereas individualism prevails
relationship bonds efficient. Relationship bonds should not be in Western countries, Eastern countries are more collective.

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 Effects of relationship bonds Journal of Services Marketing
Edward Shih-Tse Wang Volume 28 · Number 4 · 2014 · 319 –330

Researchers have further suggested that Taiwanese society is turnover”, Journal of Organizational Behavior, Vol. 30 No. 8,
social relationship-oriented because interpersonal relationships pp. 1151-1163.
play a critical role in the development and maintenance of Chen, H.-H. and Gatfield, T. (2011), “The effect of expertise
successful relationships (Chen and Gatfield, 2011). Therefore, it of service provider, relational benefit on loyalty-an empirical
is possible that social factors have a stronger effect among study of hairstyle franchise system”, Journal of International
Taiwanese participants than would be found in Western Management Studies, Vol. 6 No. 1, pp. 1-7.
countries. Future studies, therefore, must focus on employees Chiu, H.-C., Lee, M., Hsieh, Y.-C. and Chen, L.-Y. (2007),
belonging to different cultures to determine the generalizability of “Building customer relationships: a comparison across
the results reported here. Third, the data used were multiple service encounters”, Advances in Consumer
cross-sectional and thus clearly limited the degree to which the Research-North American Conference Proceedings, Vol. 34,
researcher can make causal inferences. Replications and pp. 720-725.
extensions of the current study findings are therefore needed, Coelho, F., Augusto, M. and Lages, L.F. (2011), “Contextual
using experimental and longitudinal designs. The increasing factors and the creativity of frontline employees: the
importance of the service industry and the increase in emotional mediating effects of role stress and intrinsic motivation”,
labor workers has rendered understanding the effect of emotional Journal of Retailing, Vol. 87 No. 1, pp. 31-45.
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