Service Employees’ Commitment to Customers: The Moderating Effects of Collective Coupled with Individual Level of Self-Concept
Based on the motivational mindsets relating to customer and collective/individual self-concept, this study examined the intersection of employees’ self-concept with their affective commitment to customers. We elucidated the moderating effects of collective self-concept on affective commitment and the three-way interaction coupled with individual self-concept. Results obtained from the sample of 284 employees at hotels showed that collective self-concept had additive moderating effects on the positive relationships between commitment and customer service as well as altruism to colleagues. In addition, the results also showed that the individual self-concept could determine the moderating role of collective self-concept. Specifically, with the increase of individual level self-concept, the collective self-concept would moderate the influence of commitment on altruism more obviously. Implications of these results as well as strengths, limitations, and avenues for future research are discussed.