The Effect Of Authentic Leadership On Customer Perceived Service Authenticity In Tourism Industry

In recent years,with the business scandals and management integrity problems in enterprises frequently occurring,authentic leadership has received many attentions from industry and academia.Compared with other kinds of leadership style,authentic leadership can help to enhance the employee authenticity and encourage employee to provide more authentic services for customer in the service encounter,eventually improve the customer perceived service authenticity.However,there are less hierarchical researches in academia to discuss the effects of authentic leadership on the customer perceived service authenticity in tourism enterprises.Therefore,on the basis of previous studies,this paper made an empirical research of the effects of authentic leadership on customer perceived service authenticity under the background of the tourism industry.What~'s more,the employee authenticity is the mediation variable and the supervisor-subordinate guanxi is the moderation variable in the conceptual model.In this study,the author uses literature review,in-depth interview and focus group interview to build the conceptual model.On this basis,the author collected data from 135employees and 660 customers of 12 tourism enterprises in Changsha?Xiangtan and Chenzou city,and used the statistic analysis software such as SPSS17.0?HLM7 to analyze the data.The data analysis results are as follows:(1)authentic leadership is related with employee authenticity positively.(2)employee authenticity is related with customer perceived service authenticity positively.(3)employee authenticity can partiallymediatetherelationshipbetweenauthentic leadership and customer perceived service authenticity.(4)Supervisor-subordinate Guanxi can positively moderate the relationship between authentic leadership and employee authenticity.According to the conclusions,the author thinks that the tourism enterprise managers should emphasize his or her words and deeds in the work to display more authentic leadership behaviors.The tourism enterprise managers also should pay attentions to employee authenticity and encourage employees to sincerely express their moods in the service encounter,eventually improve the customer perceived service authenticity.In addition,the tourism enterprise managers shouldemphasizethepositive effectsofsupervisor-subordinate guanxi on the tourism enterprise management.Finally,this study puts forward the future directions of authentic leadership and service authenticity based on the deficiencies of this study.