Transformational Leadership, Psychological Capital and Front-line Sales Staffs’ Service Quality: Psychological Capital as a Mediator

Abstract

Confronting diverse working pressure during office time, front-line sales staffs’ service quality will be threatened, which can affect customers’ satisfaction and loyalty degree, then influence market share and competitive edge of the company further. Thus, this paper focuses on the front-line sales staffs and aims at identifying the influence mechanism of transformational leadership on their service quality and the role of psychological capital among the triadic relationship. The result of hierarchy regression analysis about 250 sample data showed that both transformational leadership and psychological capital had significantly positive effect on front-line sales staffs’ service quality, while psychological capital acted as mediator between transformational leadership and front-line sales staffs’ service quality. Organizational management is advised to adopt transformational leadership and promote the employees’ level of psychological capital so as to improve the service quality of front-line sales staffs and the entire company.