Emotional Labor

i just want to comment and relate this article to my personal experience in my job
some companies treat to employees like robots that are program to do one thing and not to do other things..
for example .. i work in retailer store and all the time we as managers have to be nice with the customers and in some way feel sorry for the customer that was unable to exchange their clothes on time Now my jobs is to explain the whole store policy and stick to it although i dint agree with the policy follow what it says in the receipt. now the other funny part about this is and i think is kind of crazy is the customer is allow to call customer service and report the manager on duty and depends on the seriousness of the problem the manager can get written warning or it can be reflect on the bonus or we can get a lower grade IN customer service every time we have evaluation. now my big question is ,,, Why I as Employee have to be blame for the store policy? because Number one i am not the owner of the company and Number Two don't make the rules i just follow them up as it is state in the receipt... but whatever the majority of this customers are tourists and i think they don't care about who is the owner and who is just in charge in the store for them we are the same....