Influence of Managerial Coaching on Service-Oriented Citizenship Behaviours: The Mediating Role of Service Quality Commitment in The Malaysian Hotel Industry During the Pandemic Outbreak

Year 2023, Volume: 11 Issue: 1, 120 - 145, 01.03.2023

Yip Yen San , I-chi Chen , Lee Peng Ng

https://doi.org/10.30519/ahtr.971288

Abstract

Tourism industry has been recognised as one of the important industries which contributed to the country’s economic growth. Thus, it has become essential to investigate the aspects which could strengthen the service provision in the hotel industry in Malaysia. The motive of this paper is to investigate the effects of managerial coaching (MC) on the willingness of frontline service employees to practise service-oriented citizenship behaviours (SOCB) using employees’ commitment to service quality (ECSQ) as mediator. A total of 398 questionnaires have been completed and were applied for data analysis. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was employed to test the hypotheses. Results indicated MC and ECSQ significantly affect frontline service employees’ SOCB. Moreover, the results show that ECSQ has partially mediated the relationship between MC and SOCB.

Keywords

managerial coaching, employees’ commitment, service quality, service-oriented citizenship behaviours

Supporting Institution

University Tunku Abdul Rahman (UTAR)

Project Number

IPSR/RMC/UTARRF/ 2019-C1/Y02

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