Using Authentic Leadership and mindfulness as internal marketing mechanism for enhancing proactive customer service performance

In service marketing domain, internal marketing is critical for enhancing superior service quality. This study adopts internal marketing perspective to examine the effect of internal marketing mechanism on enhancing proactive customer service performance. Data from 233 valid data in Taiwan's tourism hotel frontline employee was adopted to examine research hypotheses. Results revealed that, authentic leadership and mindfulness is individual positive related to proactive customer service performance. In addition, mindfulness partially mediates the relationship between authentic leadership and proactive customer service performance. We further highlight that authentic leadership and mindfulness are as critical internal marketing mechanism to promote tourism hotel proactive customer service performance. Managerial implications and suggestions for future were proposed.