You Reap What You Sow: Customer Courtesy and Employees’ Prosocial Service Behavior

Abstract

Smooth and effective interactions between customers and customer-contact employees are important for building seamless service delivery. The present study examined the influence of customer courtesy on customer-contact employees’ prosocial service behavior. Additionally, the mediating role of organization-based self-esteem and the moderating role of focus of attention at work are investigated. Data were collected from 401 customer-contact employees from the South Korean hospitality industry. The results demonstrated that customer courtesy positively influenced prosocial service behavior, and organization-based self-esteem mediated this relationship. Furthermore, employees’ focus of attention at work moderated the relationship between customer courtesy and organization-based self-esteem, such that the relationship was stronger for employees with a high focus of attention. Similarly, the focus of attention also moderated the relationship between organization-based self-esteem and prosocial service behavior. The findings have important theoretical and practical implications by demonstrating the role of external resources to promote prosocial service behavior.