Author:
Bettencourt Lance A.,Gwinner Kevin
Abstract
Emphasizes that customizing the delivery of service on the frontline is a key to customer satisfaction. Offers insight into frontline customization by offering specific research propositions to guide future empirical inquiry. Explores the issues of how frontline employees classify customers, enact specific behavioural strategies, and perceive personalization efforts. Presents the findings from an exploratory qualitative study to provide illustrative support for the literature‐based propositions. Offers managerial implications for firms to take advantage of the employee customization opportunity.
Subject
Management of Technology and Innovation,Strategy and Management,General Business, Management and Accounting
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