Customer-Oriented Behavior in Full-Service Restaurants: A Moderated-Mediation Model of Emotional Intelligence, Work Engagement, and Customer-Oriented Attitude

Using the job demands-resources model, this research explores the effects of emotional intelligence (EI) on customer-oriented behavior (COB) among frontline restaurant employees, with a focus on the mediating role of work engagement (WE) in the EI-COB relationship. The study also examines the moderating effects of customer-oriented attitude (COA) between EI and WE and on the mediated relationship. Data from 228 frontline restaurant employees were analyzed using Hayes' PROCESS macro models 4 and 7. The results reveal a positive impact of EI on COB, with WE as a mediator. Moreover, COA strengthens the positive relationships between EI and WE, as well as the indirect effects of EI on COB through WE. This study simultaneously investigates both attitudinal and behavioral aspects of customer orientation, providing valuable theoretical and practical implications for restaurant employees, and laying the foundation for future research in this area.