PurposeServices organizations highly value proactive employees. Managers are interested in promoting frontline employees’ proactive behavior because proactivity is crucial for organizational success. The mechanism of negative workplace gossip on workplace prosocial behavior is unclear. This research investigates the factors hindering this valuable behavior, specifically focusing on negative workplace gossip and employee anxiety, through the lens of the conservation of resources theory.Design/methodology/approachData were collected from a sample of 352 female frontline employees across diverse service organizations using a two-wave design. Statistical analyses were conducted using appropriate software (e.g., SPSS, AMOS) to test the hypothesized relationships.FindingsThe study’s findings reveal that negative workplace gossip reduces employees’ proactive work behavior, and anxiety mediates the relationship between NWGS and proactive work behavior. Further, Neuroticism strengthens the relationship between NWGS and anxiety. These results offer a novel perspective on the detrimental consequences of gossip in services sector.Practical implicationsOriginality/value While research on negative gossip exists, this study specifically examines its impact on frontline service employees, a crucial but under-studied group in service organizations.