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| The Effect Mechnism of Self-Determination Motivation and Organizational Service Orientation on Super Service Performance: A Multi-Level Mediated Morderation Model
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| YANG Yong，FENG Bo，WANG Lin，ZHANG Yuexian |
| 1.Northeastern University, Shenyang, China; 2. Northeastern University at Qinhuangdao, Qinhuangdao, Hebei， China |
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Abstract This study builds a multi-level model to discuss how organizational service orientation and self-determination motivation affect personal service orientation, and then promote emotional labor and proactive service behavior. We investigated managers and service employees in service enterprise through three phases in 12 weeks. Through AMOS and HLM analytic tool, we found that introjected motivation, autonomous motivation and organizational service orientation independently have impact on personal service orientation; in addition, personal service orientation has positive effect on deep acting and proactive customer service behavior; organizational service orientation has negative moderating effect between extrinsic motivation and personal service orientation. Lastly, personal service orientation has mediated the interactive effect of organizational service orientation and extrinsic motivation on deep acting and the interactive effect of organizational service orientation and introjected motivation on proactive service behavior.
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Received: 16 January 2019
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