Research on the Influence of Emotional Intelligence and Emotional Labor on the Service Recovery Effect of Online Travel Agency

At present, online travel agency (OTA) service failure events emerge continually, which makes the OTA service operation mode face new challenges. This study uses the situational experiment method to explore the effects of OTA employees’ emotional intelligence and emotional labor (surface behavior and deep behavior) on the effect of service recovery. The results show that the emotional intelligence of OTA employees has a positive impact on the surface behavior and deep behavior; the emotional intelligence and deep behavior of employees have a significant positive impact on service recovery satisfaction, but the positive impact of employees’ surface behavior on service recovery satisfaction is not statistically significant; finally, service recovery satisfaction has a positive impact on customer loyalty. This study helps to better explain the mechanism of OTA service recovery effect and provides a theoretical reference for improving the service recovery effect of OTA.