Customer service jobs are often stressful, especially in industries like casinos, where employees frequently interact with demanding or rude customers. Our research looks at why some casino dealers feel more stressed than others and explores how they can better handle this stress.
We focused on “customer orientation” (CO), which is an employee’s natural tendency to prioritize customer needs and deliver excellent service. While having a strong CO often leads to better service and happier customers, it can also create unexpected challenges. For example, employees with high CO may feel personally responsible when customers behave rudely or unfairly, causing them to experience higher stress levels.
Another key part of our study was looking at “coping strategies.” These are methods people use to manage stress. We examined two types:
- Problem-focused coping (such as seeking help or finding solutions to specific issues)
- Emotion-focused coping (such as seeking emotional support or trying to stay calm).
We surveyed casino employees in South Korea and found that customer incivility (CI)—such as impolite or dismissive behavior from customers—strongly contributes to job stress. Employees with high CO who lack effective coping strategies face the most stress.
Why This Matters
For casino managers, these findings highlight the need to address workplace stress proactively. Employees should be trained not only to serve customers but also to manage stress effectively. Policies that promote respect and civility among customers, such as clear communication about acceptable behavior, can also reduce stress for employees.
Additionally, supporting employees through stress management programs, mindfulness activities, and peer support systems can make a significant difference. Offering tailored training for employees based on their customer orientation levels can ensure both excellent service and employee well-being.
This research sheds light on the challenges of balancing high-quality customer service with the mental health of employees, helping organizations create healthier and more productive workplaces.
Oh, H., Jo, W., Kim, J.S., & Park, J. (2025). Unraveling the customer orientation paradox (external link, opens in new window) . International Journal of Contemporary Hospitality Management, Vol. 37 No. 2, pp. 602-621.
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