Customization of the service experience: the role of the frontline employee
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 May 1996
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 literatureābased propositions. Offers managerial implications for firms to take advantage of the employee customization opportunity.
Keywords
Citation
Bettencourt, L.A. and Gwinner, K. (1996), "Customization of the service experience: the role of the frontline employee", International Journal of Service Industry Management, Vol. 7 No. 2, pp. 3-20. https://doi.org/10.1108/09564239610113442
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited