Cabin Crew and Social Media, Negotiating Employees’ Emotional Labor and Corporate Image of Citilink Indonesia

ABSTRACT: In a competitive service industry, especially in the airline industry, cabin crew as the front liner will play an important role to deliver high quality standard of services to passengers, so that the company can differentiate their products and services and fulfill passenger expectation. In the digital era, the presence of social media can become a great tool for marketing communication to create positive image of the company and increase profitability. Being human, cabin crew also has interaction in social media which would relate to the emotional labor that might cause negative and positive impacts to the company. This qualitative research has described the phenomenon between cabin crew and social media in Citilink Indonesia. This research shown that the emotional labor could help to create the limitation against that phenomenon in order to maintain the image of the company.
KEYWORDS: Cabin Crew, Emotional Labor, Social Media