Empowering Leadership and Customer-Oriented Behavior: The Mediating Role of Meaningful Work in the Service Industry

Despite the importance of customer-oriented behavior in the service industry, there is a lack of research on the role of empowering leadership in fostering such behavior among employees. Based on conservation of resources theory, this study examines the effect of empowering leadership on employees’ customer-oriented behavior, with meaningful work as a mediator in this relationship. Data were collected through an online survey targeting 331 Korean employees working in service industries, including beauty and wellness sectors. Structural equation modeling analysis revealed that empowering leadership enhanced meaningful work consisting of positive meaning, meaning-making through work, and motivation for the greater good. Furthermore, meaningful work fostered employees’ customer-oriented behavior by encouraging them to actively understand customer needs, provide personalized service, and go beyond formal job requirements and put extra efforts into improving customer satisfaction. Supplementary analysis indicated that empowering leadership did not directly affect customer-oriented behavior, highlighting the mediating role of meaningful work. These findings underscore that empowering leadership and meaningful work are valuable resources that motivate employees in the service industry to make voluntary efforts to satisfy customers. This study contributes to leadership and organizational behavior research and provides practical insights for service organizations seeking to improve customer service through empowering leadership practices and the enhancement of meaningful work.