A relational identification perspective on why and when servant leadership foster employees' extra-role customer service

Purpose Customer service is crucial for organizations' survival and competitiveness in the hospitality industry. The purpose of this study is to examine how and when servant leadership affects extra-role customer service. Design/methodology/approach The hypotheses were tested with a sample of 302 employees from a passenger transport company in China. Findings Results demonstrate that servant leadership was positively related to extra-role customer service and that this relation was mediated by relational identification. In addition, the mediating effect of relational identification in the relation between servant leadership and extra-role customer service was contingent on prosocial motivation. Originality/value The study is the first to explore the relation between servant leadership and extra-role customer service from the perspective of relational identification and the moderating role of prosocial motivation.