Impact of transformational leadership on service delivery behaviours of frontline service employees

This study examines how transformational leadership translates into critical service behaviours of FSEs in a B2B services context. A sequential mixed-method approach has been employed to formulate and examine the research questions. Semi-structured interviews of FSEs (N = 25) have been analyzed using the Gioia method – a variant of grounded theory. Based on the findings of study 1, a conceptual model has been developed and tested quantitatively employing PLS-SEM in study 2 (N = 469). Recommended robustness checks and guidelines have been followed to report accurate findings. The higher-order themes identified from the Gioia method reveal that transformational leadership influences the prescribed service delivery behaviour (PSDB) and proactive customer service behaviour (PCSB) of FSEs. The findings also suggest a potential influence of affective commitment and role-breadth self-efficacy (RBSE) on FSE behaviours. The quantitative study results suggest that transformational leadership's influence on PSDB is partially mediated by affective commitment, and the influence of transformational leadership on PCSB is fully mediated by affective commitment and RBSE. This study examines the effect of transformational leadership on FSE behaviours in the B2B services sector of India which is growing remarkably in the global landscape. The study has undertaken a more contemporary approach towards the conceptualization of transformational leadership. Additionally, the mixed-method approach enhances the reliability and validity of the research.