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Purpose This study aims to explore the relationship between transformational leadership and proactive customer service performance (PCSP) in the airline industry, considering self-efficacy and emotional intelligence as mediators. Design/methodology/approach Bandura’s self-efficacy theory was used for formulating hypotheses. Data were gathered from 500 frontline employees and 30 supervisors to create subordinate dyads, resulting in a final sample size of 370 participants. Structural equation modeling was employed for the purpose of data analysis. Findings The results indicated that supervisors’ transformational leadership impacted the self-efficacy and emotional intelligence of service and frontline employees, thereby influencing PCSP. Self-efficacy and emotional intelligence of frontline employees were positively correlated with PCSP. These findings add to the existing literature by providing empirical proof of a positive association between transformational leadership and perceived customer service performance. Furthermore, this study supported the mediating roles of self-efficacy and emotional intelligence of frontline employees as mediators, showing their importance in translating transformational leadership behaviors into enhanced customer service performance. Practical implications The airline sector will benefit significantly from the findings of this research. It highlights the significance of transformational leadership in improving PCSP. Organizations should emphasize the creation and growth of transformational leaders capable of inspiring and motivating staff to provide excellent customer service. In addition, the research highlights the significance of self-efficacy and emotional intelligence as factors that mediate the relationship between transformational leadership and PCSP. Organizations may foster PCSP by investing in training and development programs that seek to improve workers’ self-efficacy and emotional intelligence. These programs may help participants gain confidence in their ability to deliver excellent customer service as well as improve their knowledge. Originality/value This research paper presents novel theoretical and practical developments in the airline industry. This research paper collected data in two phases from supervisor–subordinate dyads.
Sharma et al. (Fri,) studied this question.