Standing in my customer's shoes: Effects of customer‐oriented perspective taking on proactive service performance

Yuanyuan Huo, Ziguang Chen, Kwok Yee Wing Lam, Stephen A Wood

Research output: Journal article publicationJournal articleAcademic researchpeer-review


We develop a theoretical framework that delineates the process by which customer‐oriented perspective taking contributes to employees’ proactive service performance. Drawing from motivated information processing and proactivity perspectives, the model hypothesizes that employees’ customer‐oriented perspective taking enhances their role breadth self‐efficacy (RBSE), which in turn enhances proactive customer service performance and proactive complaint‐handling performance. A three‐wave, time‐lagged study, involving 145 frontline employees and their immediate supervisors in the Chinese hospitality industry, tests the research model. The results of structural equation modelling show taking customers’ perspectives results in a high level of RBSE. This relationship grows stronger if employees exhibit a strongly proactive personality. A high level of RBSE also mediates the interactive effects of customer‐oriented perspective taking and proactive personality on proactive customer service performance and proactive complaint‐handling performance. These findings provide insights for research on perspective taking, RBSE, and proactive service performance.

Original languageEnglish
Pages (from-to)255
Number of pages280
JournalJournal of Occupational and Organizational Psychology
Issue number2
Publication statusPublished - Jun 2019

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