Customer-Initiated Support and Employees’ PCSP: An Examination of Proactive Motivation as Mediator

Drawing on the proactive motivation model, the current study examined customer initiated-support as an antecedent of employees’ proactive customer service performance (PCSP), and investigated the mediating role of proactive motivation and the moderating role of serving culture of the relationship. We conducted two multilevel studies to test the proposed hypotheses. In study 1, we collected diary data from 158 nurses across 10 working days, and...