Proactive Personality and Employee Positively Affective Delivery (EPAD) in Financial Service Industry: Organizational Identification as the Mediator

[[abstract]]This study focuses on organizational identification as the mediator between proactive personality and employee positively affective delivery (EPAD). EPAD means that employee delivers socially appropriate positive emotion in service or transaction process and the emotion delivery is perceived as expression of true feelings. Proactive personality refers to an internal ongoing ambition to control and change situations for the better. It helps predicting circumstance changes, finds the growth opportunities, and creates possible advantages. Organizational identification means personal perception of belonging to one’s organization or defining oneself as some part of the organization. Employees with higher organizational identification present congruence with the goals and values of the organization, and own higher motivation and satisfaction on job, as well as the willingness to act for achieving better interests of the organization. Prior to this study, the researchers had found that proactive personality could predict EPAD in the first line workers in financial services firms. This study would try to identify whether organization identification as the mediator that connect the relationship between proactive personality and EPAD. This study uses questionnaires to collect datas from 332 valid participants of the 350 first lines workers in financial service industry. ANOVA, simple regression, and hierarchical regression analysis (Baron & Kenny, 1986) are used to analyze the data. The result shows that organizational identification has a partial mediating effect. Higher proactive personality forecast level of organizational identification and then promote the EPAD . Financial service industry universally values EAPD behavior, which is generally considered crucial to quality of service or performance. This finding brings up some suggestions for HR practices in financial service industry. Proactive personality has predictive power for EPAD, and should be considerally used as a selection items. Higher proactive personality employee has higher organizational identification, and can be connected to forecast EPAD. It provides practical organizational preview to help the enterprise to recruit employees. Because organizational identification can forecast EPAD, it can furtherlly explore the cause and promote level of EPAD for the members. Besides, EPAD has the value on human resources, it should be used as the focus of recruitment and training. Except for organizational identification, there may be other mediating factors between proactive personality and EPAD. We can furtherlly research them later