Linking proactive personality to proactive customer-service performance: a moderated parallel mediation model

Drawing on the job demands-resources model and positive organizational scholarship, this study examines proactive personality as an antecedent of frontline employees’ proactive customer-service performance (PCSP). It also investigates the potential mediating role of positive psychological states on the relation between proactive personality and PCSP and the potential moderating role of the service-failure recovery climate (SFRC) on the relation between proactive personality and positive psychological states. To test our hypotheses, we used a moderated parallel mediation model and data obtained from 62 branch managers and 358 frontline branch employees of three well-known appliance households and 3C (computers, communications, and consumer electronics) chain stores in Taiwan. The results of multiple-regression and SPSS PROCESS macro analyses indicate that proactive personality was positively related to manager-rated PCSP via employees’ work engagement and perceptions that their work was meaningful. Further, the positive relationship between proactive personality and PCSP through both work engagement and meaningful work perceptions was moderated by SFRC. These findings shed light on the effect of frontline employees’ proactive personality as a personal resource driving their PCSP; the roles of positive psychological states as mediators that help explain the potential intermediary mechanisms; and a boundary condition of SFRC that may weaken the positive relationship between employees’ proactive personality and psychological states. The implications, limitations, and future research directions are included.