Abstract
In an era of rapid development and growth of service industries, both researchers and practitioners have recognized that employee performance plays a critical role in the success of a service brand (Berry, 2000; Brakus et al., 2009; Keller, 2001; O’Cass and Grace, 2004). Indeed, customers’ perceptions of a service brand often depend on the behavior of frontline employees (Berry, 2000; Keller, 2001; Morhart et al., 2009; O’Cass and Grace, 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry, 2000; O’Cass and Grace, 2003).
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
