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The purpose of this paper is to identify attributes and practices that are salient for effectiveness in middle- and senior-level service leadership positions.

Critical incident interviews were conducted with 17 key informants, who were service leaders in various service sectors in Hong Kong, and with ten stakeholders.

Grounded theory analysis generated a 7 Cs model with seven categories of service leadership attributes and practices: character, choreography, care, creativity, charisma, collaborating and competence self-improvement, and 24 constituent concepts. There was concordance between pairs of key informants and stakeholders.

Further research could investigate the impact on frontline service leaders’ performance if one or more of the 7 Cs are perceived to be absent or deficient among leaders at more senior levels, and whether there are acceptable substitutes for particular Cs.

The 7 Cs model identifies service leadership attributes and practices across diverse sectors.

The 7 Cs model provides a map for orienting the developmental preparation of individuals, who are aspiring to become middle- and senior-level leaders in economies that have become highly dependent on service.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

As background information, the authors describe the Service Leadership Initiative (SLI), which provided pump-priming funding for government-funded universities in Hong Kong to develop educational programmes preparing students to become service leaders. The universities were expected to create opportunities for students to develop requisite task competencies, character strengths and caring dispositions through experiential learning. The authors also describe how, prior to the SLI, Lingnan University (LU) had already been building networks and systems for service-learning projects to benefit the community while furthering academic development, and this platform was helpful for service leadership development.

In the core of this chapter, the authors explain how faculty and staff members at LU have designed, structured and supported course embedded service-learning projects that were undertaken by teams of undergraduate students as vehicles for developing their attributes as emerging service leaders.

Based on our prior research into students’ accounts of negative and positive experiences, the authors identify and explain some unfavourable and favourable contextual factors for undergraduates’ development as emerging service leaders. The favourable factors are based on three preconditions: genuine service leadership responsibilities; community partner representatives as co-educators; and the students’ own readiness to practice as service leaders (as opposed to learning passively).

Based on students’ descriptions, the authors provide illustrations of how students practiced ten service leadership attributes in the context of service-learning projects conducted at local kindergartens, and about the further self-developmental needs they identified. This chapter concludes with the observation that the discrete service leadership attributes the authors identified appear in practice to be mutually supporting.

In this chapter, we examine employee prosocial rule breaking as a response to organizations’ unfair treatment of customers. Drawing on the deontic perspective and research on third-party reactions to unfairness, we suggest employees engage in customer-directed prosocial rule breaking when they believe their organizations’ policies treat customers unfairly. Additionally, we consider employee, customer, and situational characteristics that enhance or inhibit the relationship between employees’ perceptions of organizational policy unfairness and customer-directed prosocial rule breaking.