Vitalizing to Learn for Service Proactivity: Not All Forms of Organizational Support Are Equal

Addressing the association between proactive vitality management (PVM) and proactive customer service performance (PCSP), this study focuses on how informal field-based learning (IFBL) mediates the relationship between PVM and PCSP and examines how perceived organizational supports for strengths use (POS for strengths use) and perceived organizational support for deficit correction (POS for deficit correction) may moderate said relationship. Using a sample of 225 supervisor–subordinate matched data collected from Taiwanese travel agencies, IFBL was found to mediate the positive relationship between PVM and PCSP. POS for deficit correction also positively moderated the pathway of the mediated relationship. These findings offer novel research directions by integrating studies on proactivity and on both types of POS (i.e., for strengths use and deficit correction), thereby elucidating previously unexplored theoretical predictions.