LINKING EMOTIONAL DISSONANCE AND ORGANIZATIONAL IDENTIFICATION TO TURNOVER INTENTION AND EMOTIONAL WELL-BEING: A STUDY OF MEDICAL REPRESENTATIVES IN INDIA

Influencing customers' perception of service quality through service interaction is becoming imperative for organizations to sustain competitive advantage. As a result, the critical challenge before many organizations is to retain employees in service occupations and promote their well-being. This study examined the relationship of organizational identification and emotional dissonance with turnover intention and well-being among a sample of 468 medical representatives in the Indian pharmaceutical industry. Drawing from the conservation of resource theory, this study shows that apart from its direct effect, emotional dissonance has a mediating effect on the relationship of organizational identification with turnover intention and emotional wellbeing. Contributions of this study to the theory and practice of human resource management (HRM) are discussed. (C) 2010 Wiley Periodicals, Inc.