Yip Yen San0000-0002-8576-0521I-Chi Chen 陳依琪0000-0002-5785-7801Ng, Lee PengLee PengNg2025-01-022025-01-022023-03-0110.30519/ahtr.971288https://dspace-cris.utar.edu.my/handle/123456789/9580Tourism industry has been recognised as one of the important industries which contributed to the country’s economic growth. Thus, it has become essential to investigate the aspects which could strengthen the service provision in the hotel industry in Malaysia. The motive of this paper is to investigate the effects of managerial coaching (MC) on the willingness of frontline service employees to practise service-oriented citizenship behaviours (SOCB) using employees’ commitment to service quality (ECSQ) as mediator. A total of 398 questionnaires have been completed and were applied for data analysis. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was employed to test the hypotheses. Results indicated MC and ECSQ significantly affect frontline service employees’ SOCB. Moreover, the results show that ECSQ has partially mediated the relationship between MC and SOCB.journal-article