Driving employees to serve customers beyond their roles in the Vietnamese hospitality industry: The roles of paternalistic leadership and discretionary HR practices

Abstract

Our research primarily seeks to assess how paternalistic leadership behaviors – authoritarianism, benevolence, and morality – influence extra-role customer service via employee work engagement as a mediator. The data for our research model were gleaned from four- or five-star hotels in Ho Chi Minh City, Vietnam. To test the hypotheses of the research model, structural equation modelling was employed. Our research findings cast light on the mediation mechanism of employee work engagement for the positive relationships between benevolence and morality components of paternalistic leadership and extra-role customer service behavior, as well as for the negative relationship between authoritarian behavior and extra-role customer service behavior. Additionally, benevolent and moral behaviors were found to attenuate this negative association between authoritarian behavior and extra-role customer service. Discretionary HR practices were proved to play the moderating role for the relationships between the three paternalistic leadership behaviors and employee work engagement in that discretionary HR practices fortified the positive link between benevolent or moral behavior and work engagement and alleviated the negative link between authoritarian behavior and work engagement.