The influence of leadership commitment to service quality on hotel employees’ brand citizenship behavior: a mediation and moderation analysis

ABSTRACT

Hospitality management research on the linkage between leadership commitment to service quality and employees’ brand citizenship behavior (BCB), especially that examining the moderation effect of cultural orientation, is still limited. Anchored in role modeling and social exchange theory, this paper investigates a model explaining the impact of leadership commitment to service quality on hotel employee BCB. Using a sample data of hotel employees in Vietnam, structural equation modeling reveals an indirect effect of leadership commitment to service quality on hotel employee BCB through two mediators of employee perceived internal customer support and employee perceived training support. Further, the influence of committed leadership to service quality on these two mediators is negatively moderated by employees’ power distance orientation. This paper extends extant literature by explicating the mechanisms through which leadership commitment to service quality affects employee BCB and offers important implications for hotel managers in promoting employee BCB.

关于领导承诺与服务质量和员工品牌公民行为 (BCB) 之间联系的酒店管理研究, 尤其是考察文化取向的调节效应的研究仍然有限. 基于角色建模和社会交换理论, 本文研究了一个解释领导承诺对服务质量对酒店员工BCB影响的模型. 利用越南酒店员工的样本数据, 结构方程模型通过员工感知的内部客户支持和员工感知的培训支持两个中介, 揭示了领导承诺对酒店员工业务连续性的间接影响. 此外, 员工的权力距离取向对承诺型领导对服务质量的影响存在负向调节作用. 本文扩展了现有文献, 阐明了领导承诺对服务质量影响员工BCB的机制, 并为酒店管理者促进员工BCB提供了重要启示.

KEYWORDS:

• Leadership commitment to service quality
• brand citizenship behavior
• hotel employees
• internal customer support
• training support

Disclosure statement

We have no conflict of interest to declare.

Additional information

Funding

This research is funded by Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2018.33.