Abstract
The current study examined the relationships among role stress, proactive personality, employee creativity, and customer-oriented boundary spanning behaviors (COBSBs) for frontline service employees (FSEs). This study collected data from 382 FSEs in international hotels in Taiwan to test the research model. The empirical results revealed that employee creativity was positively affected by proactive personality but negatively affected by role conflict and role ambiguity. FSEs' creativity positively affects COBSBs, including external representation, internal influence, and service delivery. Internal influence also positively affects service delivery and mediates the relationship between FSEs’ creativity and service delivery.
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