Abstract:

ABSTRACT Increasing   competition  and globalization  make  obligatory  businesses to  go toward differentiation. In competitive environment, that  businesses   institutionalize and  make  efforts of  the  different  product  and service  toward   customers    enables them to proceed  one  step  further  than  their competitors. It  is  considered that  expecting  the behavior of  emotional  labor, defined  as   emotional  expression exhibited together with service from the employees, whose  institutionalization  perception are  weak,  will  not   be  meaningful.  With  moving  from  here, in  literature  review  carried  out,  any study  has not been  met about   the  effect of    institutionalization   perception  on emotional  labor  behavior.  Hence, in this study,  an answer is searched for   the  main  question “Does  institutionalization  perception affect  emotional labor  behaviors? ” . In  the  study,  it  aimed   to   study  how institutionalization  perception   has  an effect on    emotional labor  behaviors.   The  main   hypothesis of     the  study is: H1= Institutionalization perception of  employees affect  their  emotional  labor   behaviors  in positive   direction.  The study has a quality  of   empirical research.  In  the  study, survey   technique   is  used  as data  collecting instrument.  The  universe  of  the  study  consists  of   accommodation  businesses   being  in  active. In   the  study,  a  valid    feedback   was  obtained   from   420 workers. The  data  obtained  in   this study  will   be   analyzed by  the  method   of   simple  linear   regression  methods. It  is   considered  that   the  findings to be  obtained  at the   end   of  the study will  make  contribution   to   eliminating the  deficiency  in the  area and will  present useful opinions  toward     the literature and   application.    Keywords: Institutionalization , emotional  labor,  businesses JEL Codes: M1, M12,Z32

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