Do peers matter? Influence of workplace friendship on proactive customer service performance

Purpose Despite the growing interest in understanding the antecedents of proactive customer service performance (PCSP), it remains unclear how PCSP can be fostered through friendship networks at work. Drawing on the conservation of resources theory, this study aims to examine the impact of workplace friendship on PCSP, with relational energy serving as a mediator. Additionally, task complexity is included as a moderator that influences the relationship between workplace friendship and relational energy. Design/methodology/approach Data were collected from 321 supervisor-subordinate dyads in the hospitality industry using a three-wave survey. PLS-SEM and PROCESS macro were applied to test the research model. Findings Results reveal that workplace friendship has a positive influence on PCSP and relational energy mediates this positive association. Additionally, task complexity strengthens the effect of workplace friendship on relational energy and the indirect effect of workplace friendship on PCSP through relational energy. Practical implications Managers are suggested to cultivate workplace friendship to promote PCSP. It is particularly important to advocate workplace friendship in the context of complex tasks. Originality/value This study adds significant knowledge to the literature on PCSP by introducing workplace friendship as a predictor. The finding on the moderating role of task complexity helps to understand the effectiveness of workplace friendship in the hospitality context.