How organizational justice in the hospitality industry influences proactive customer service performance through general self-efficacy

Purpose Based on social exchange theory (SET) and conservation of resources (COR) theory, this study aims to examine the unique combined impact of procedural justice (PJ) and distributive justice (DJ) on proactive customer service performance (PCSP) and general self-efficacy (GSE) in the hospitality industry. It also estimates these variables’ joint effect on PCSP controlling GSE. Design/methodology/approach The study’s results were derived from a sample of 380 frontline supervisor–subordinate dyads, placed in 18 five-star hotels, through three-wave data collection. The hypotheses and construct validity were generated through structural equation modeling. Findings The combined impact of DJ and PJ on GSE and PCSP was significantly positive, and GSE mediated the relationships between DJ and PCSP as well as PJ and PCSP. Practical implications To improve service employees’ GSE and PCSP, hospitality management should guide and encourage managers to highlight and maintain organizational justice (OJ) in all their strategies and operations. DJ and PJ are advised to appreciate service employees’ GSE and extra-role behaviors (e.g. PCSP) through providing organizational resources. Originality/value This paper offers unique practical and theoretical contributions to the hospitality industry and associated literature by implementing SET and COR theory with OJ, GSE and PCSP constructs.