Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

An Analysis on the Effect of Da as a Mediator Between Trait-Based EI And Individual Work Performance Among Bank Tellers

Author(s): Dr. S.N. Raghavendra and Dr. B. Arul Senthil

This research aims to analyze the role of Deep Acting (DA) as a mediating variable in the relationship between Trait EI and Individual Work Performance. To meet this objective, a study was conducted among the bank tellers. Because bankers needs to act and behave according to the situations at bank. Many research finding shows that Deep Acting helps individual performance of the employees. Researchers finding a scope of using deep acting role in the banks. So, this research has used deep acting as a mediator of the Trait EI and Individual Work Performance (IWP) among bankers. Three hundred and sixty responses were collected from bank tellers. In this study, the TEISF scale was used to measure Trait EI, Emotional Labor Strategy scale was used to measure DA, and the Individual Work Performance scale was used to measure performance. The data was collected from tire two cities of Tamilnadu, India in 2018 for this study. PLS 3 was carried out to study the relationship between Trait EI and Individual Work Performance mediated through DA. The result confirms that DA fully mediates the relationship between trait EI and individual work performance.