Goodwill is always rewarded: Superiors' social mindfulness and frontline employees' proactive service behaviour

Social mindfulness is an individual's concern for the interests and expectations of others, which can predict personal psychological well-being and positive behaviours. It has gained widespread attention in recent years, both in academia and business practices. The study examined the influence mechanism and boundary condition of superiors' social mindfulness on subordinates' proactive service behaviours from the perspective of goodwill transmission. In line with Social Learning Theory, the mediating role of self-reflection and the moderating role of occupational stigma were tested in paired survey of 332 frontline employees and their superiors in high-star hotels of China. The findings of the study indicate that superiors' social mindfulness can improve proactive service behaviours of subordinates by stimulating their self-reflection. Lower occupational stigma at work increases the positive impact of superiors' social mindfulness. Goodwill can be transmitted from superiors to subordinates through self-reflection, ultimately manifesting in positive work behaviours. Occupational stigma is a barrier to spreading social mindfulness within an organization. It is essential that organizations take active steps to improve the professional image of frontline employees and remove any obstacles that may prevent them from transferring their goodwill to the workplace.