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Leading ethically to shape service-oriented organizational citizenship behavior among tourism salespersons: Dual mediation paths and moderating role of service role identity

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  • Tuan, Luu Trong
  • Ngan, Vu Thanh

Abstract

While ethical leadership may have boundary-spanning effects on different stakeholders even beyond the organizational boundaries, the role of ethical sales leadership in promoting sales and service behavior outcomes has not been fully researched. Our research aims to unfold how and when sales managers’ ethical leadership evokes service-oriented organizational citizenship behavior (OCB) among salespersons in the tourism setting. Grounded on the dataset from managers and employees working in sales departments of tour companies in Vietnam, the results reveal the role of adaptive selling and service harmonious passion as dual mediation channels for the link between ethical sales leadership and service-oriented OCB. The findings further lend credence to the moderating role that service role identity plays for the impacts of ethical sales leadership on these two mediators.

Suggested Citation

  • Tuan, Luu Trong & Ngan, Vu Thanh, 2021. "Leading ethically to shape service-oriented organizational citizenship behavior among tourism salespersons: Dual mediation paths and moderating role of service role identity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698920314284
    DOI: 10.1016/j.jretconser.2020.102421
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    2. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Kang, David Yeonjun & Hur, Won-Moo & Shin, Yuhyung, 2023. "Smart technology and service employees’ job crafting: Relationship between STARA awareness, performance pressure, receiving and giving help, and job crafting," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Jie Cheng & Myeong-Cheol Choi & Joeng-Su Park, 2023. "Social Capital—Can It Weaken the Influence of Abusive Supervision on Employee Behavior?," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    5. Lin, Chiou-Shiu & Jin, Ming & Huang, Pei-Chi & Xiao, Ran, 2023. "Does it take two to tango? The joint role of high-performance work systems and ethical leadership," Journal of Business Research, Elsevier, vol. 156(C).
    6. Kalra, Ashish & Briggs, Elten & Schrock, Wyatt, 2023. "Exploring the synergistic role of ethical leadership and sales control systems on salesperson social media use and sales performance," Journal of Business Research, Elsevier, vol. 154(C).
    7. Pangarkar, Aniruddha & Fleischman, Gary M. & Iacobucci, Dawn, 2022. "Enhancing frontline employee support during a product-harm crisis: Evidence and strategic managerial implications for firms," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Gaan, Niharika & Shin, Yuhyung, 2023. "Sales employees’ polychronicity and sales-service ambidexterity: Mediation of work engagement and moderation of store manager support," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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