Customer incivility, surface acting, burnout and well-being in gen Z hairdressers

Purpose This study, grounded in Conservation of Resources (COR) theory, explores how customer incivility (CI) affects Generation Z hairdressers’ subjective well-being (SWB) through surface acting (SA) and personal burnout (PB). It also examines whether social support (SS) moderates the relationship between SA and PB. Design/methodology/approach A cross-sectional survey was conducted with 462 frontline hairdressing practitioners from 62 salons in Taiwan. Established scales measured CI, SA, PB, SS and SWB. Data were analyzed using SmartPLS 4 with partial least squares structural equation modeling (PLS-SEM), bootstrapped mediation/moderation tests (5,000 resamples) and Q²-based predictive assessments. Findings CI was positively linked to SA (ß = 0.573, p 0.001) and PB (ß = 0.198, p 0.001), whereas SA was negatively linked to affective SWB (ß = −0.274, p 0.001). Bootstrapping confirmed a significant indirect effect (CI → SA → PB → SWB), in line with COR’s loss-spiral theory. SS buffered the SA–PB relationship. Research limitations/implications The cross-sectional design limits causal inference, and the Taiwan-based Gen Z sample may restrict generalizability. Future studies should use longitudinal or experimental approaches and examine other service contexts and resource variables. Practical implications Managers should reduce CI through customer conduct policies and incivility-response training, and strengthen SS via supervisor feedback, peer networks and recovery opportunities. Social implications Fostering supportive workplace climates can sustain the well-being of young service employees, reduce turnover and enhance service quality. Originality/value This study integrates sequential mediation and moderation into a single COR-based model in an aesthetic, high-contact service context, extending theorizing to a generationally distinct workforce that values authenticity.