Frontline Employees Research Articles (Page 1)

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This review explores the relationship between managers’ servant leadership and frontline employees’ customer-oriented boundary-spanning behaviors, with a focus on the impact of career meaningfulness and of work centrality. The study found that servant leadership positively influences customer-oriented boundary-spanning behaviors, and this relationship is affected by career meaningfulness. Additionally, work centrality influences the relationship between career meaningfulness and customer-oriented boundary-spanning behaviors, as well as the indirect effect of servant leadership on these behaviors through career meaningfulness. Two pertinent managerial insights are the importance of exhibiting servant leadership behaviors and of prioritizing work centrality in hiring and training programs. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Purpose This study seeks to investigate the influence of personality traits of casino dealers on work engagement (WE), organizational commitment (OC) and customer orientation (CO) within the hospitality sector. To this end, this study investigates the relationship between dealers’ personality traits in the casino industry and the manifestation of customer-oriented behaviors by applying the frameworks of trait activation theory (TAT) and self-determination theory (SDT). This study specifically explores the influence of personality traits on customer-oriented behaviors, while considering the mediating roles of WE and OC as well as examining the moderating effect of job satisfaction (JS). Design/methodology/approach A survey was administered to casino dealers, with a sample size of 317 participants. The data collected were analyzed using structural equation modeling. Confirmatory factor analysis was conducted to assess the validity of the research model, while mediation and moderation effects were evaluated through non-parametric bootstrap methods and K-means clustering analysis. Findings Openness significantly influenced both WE and OC, while agreeableness had no significant effect. Neuroticism, extraversion and conscientiousness affected only WE. JS moderated the relationship between WE and CO. Dealers with high openness exhibited stronger engagement and commitment, which translated into increased CO. Practical implications Human resource managers should prioritize personality traits – especially openness – when recruiting for customer-facing roles. Tailored onboarding and training programs aligned with personality profiles and engagement levels can enhance CO and service quality, particularly in high-stress environments like casinos. Additionally, the moderating role of JS underscores the need for HRM strategies that actively promote job satisfaction in high-pressure service contexts. Originality/value This study represents the first empirical investigation to examine the mediating roles of WE and OC in the relationship between casino dealers’ personality traits and CO. Theoretically, it integrates TAT and SDT, providing a novel framework for understanding personality-driven performance in high-stakes environments. From an epistemological perspective, the study offers unique insights into how personality traits influence emotional labor and customer service dynamics within the hospitality sector, particularly under the specific pressures of casino settings. Practically, it offers actionable recommendations for human resource management by identifying key traits that enhance service quality, thereby informing targeted recruitment and training strategies for casino operators.

Purpose This study examines the antecedents of burnout among frontline employees in South Africa's banking sector, focusing on job demands, workload-life balance, work environment, and areas of work-life in the context of high-stress occupational environments. Design/methodology/approach A quantitative research design was employed, with data collected from 81 employees of a leading South African bank. The study utilized validated instruments to measure burnout and its predictors. Reliability testing, correlation, and regression analyses were conducted to assess relationships between variables and identify significant predictors. Findings Job demands, workload-life balance, and areas of work-life significantly predict burnout, with job demands and workload-life imbalance emerging as the strongest predictors. The work environment exhibited no measurable impact on burnout. The internal consistency of scales was confirmed, and the model explained a significant proportion of burnout variance. Research limitations/implications The study focuses on a single South African bank, which may limit generalizability. Future research should expand to other banks and sectors to validate findings and explore additional factors influencing burnout. Practical implications Organizations can mitigate burnout by managing workloads, implementing employee assistance programs (EAPs), offering flexible work policies, and addressing work-life balance issues. These interventions can improve employee well-being and enhance performance in the banking sector. Originality/value This study contributes to the limited research on burnout in emerging markets, particularly in the South African banking sector. It provides actionable insights for addressing burnout among frontline employees, emphasizing the importance of balancing job demands and resources.

In service enterprises, employees’ workplace wellbeing is not only crucial for individual performance and mental health, but also directly affects organizational stability and customer satisfaction. Drawing on social identity theory (SIT), this study constructs and tests a chain mediation model in which inclusive leadership influences employees’ workplace wellbeing through relational identification and job embeddedness. Based on a questionnaire survey of 386 frontline employees in service enterprises in South China, the study employs structural equation modeling (SEM) and bootstrapping analysis. The results show that: (1) inclusive leadership has a significant positive effect on employees’ workplace wellbeing; (2) relational identification and job embeddedness do not exert significant mediation effects when considered independently; (3) relational identification enhances workplace wellbeing significantly through increased job embeddedness, forming a valid chain mediation path; and (4) gender plays a moderating role in some paths, with male employees relying more on structural embeddedness for wellbeing and female employees being more influenced by emotional identification. This study reveals the underlying psychological mechanism by which inclusive leadership enhances workplace wellbeing, enriching the literature on leadership and employee psychological wellbeing, and providing practical guidance for optimizing employee management strategies in service enterprises.

Unleashing frontline employee creativity through emotional intelligence: a self-determination theory lens

This study analyzes the management of employee behavior at Juno Fashion, a leading Vietnamese fashion retailer with more than 65 stores, to provide evidence-based insights for continuous learning in today’s knowledge economy. Employee behavior is a critical component of organizational success, particularly in retail, where frontline staff directly influence customer satisfaction and brand performance. Using a qualitative case study approach, the research integrates semi-structured interviews with 13 managers and frontline employees, a short survey, and secondary data from company reports and industry publications. The analysis focuses on four key dimensions of motivation, leadership, organizational culture, and knowledge development. Findings reveal that while Juno benefits from strong brand recognition and rapid expansion, challenges persist in motivating employees, ensuring consistent leadership practices, and providing adequate training to support digital transformation. Hierarchical cultural norms further limit communication and innovation. Externally, opportunities exist in Vietnam’s expanding consumer market, but competition from global fast-fashion retailers poses significant threats. The study recommends implementing structured recognition systems, leadership development programs, and comprehensive training initiatives, while fostering a more empowering organizational culture.

This paper examines the impact of employee experience with Generative AI (GenAI) on employee experience, employee engagement, and their effects on customer experience, such as satisfaction, loyalty, and engagement in the service sector. Following a mixed-methods approach, this research comprises two studies: Study 1 uses survey data from 578 frontline employees in the UK and Vietnam to examine the research model, and Study 2 involves qualitative interviews to further elaborate on the findings. Results show that GenAI experience enhances employee experience and engagement, which in turn improves customer experience. The paper also highlights the mediating effect of employee experience and the context-dependent moderating effect of hybrid work. This research comprehensively explores the link between employee and customer experiences, while integrating employee experience with GenAI and hybrid work as timely constructs that reflect the complexities at the frontline. These findings contribute to the literature on human–technology interaction and organizational change, extending the service climate framework with empirical evidence on the evolving dynamics between technology, employees, and customers.

The role of religious faith and gratitude in customer incivility context: A case study in Vietnamese retail establishments.

ABSTRACT Hotels are classified into star rating categories, yet the extent to which these ratings reflect differences in value remains underexplored. This study investigates discrepancies in the value proposition (managers’ perspective), the value offering (frontline employees’ perspective) and the perceived value-in-use (customers’ perspective) across three-, four-, and five-star hotels in Morocco. Three questionnaires were employed to examine the three key perceptions of customer value. SmartPls4 is suitable for construct validation, and SPSS25 is relevant for hypothesis testing. The study found that value perceptions vary significantly across hotel rating categories. Five-star hotels revealed a higher value proposition compared to four-star hotels; on the contrary, no significant discrepancy has emerged between four-star hotels and three-star hotels. In terms of value offerings, five-star hotels reported significantly an average score higher than four-star hotels, and the discrepancy between four- and three -star hotels was also significant. Finally, regarding the perceived value-in-use, customers perceived greater value in five-star hotels compared to those of four-star hotels, and similarly, customers of four-star hotels experienced more value than those of three-star hotels. This study is the first to assess the relevance of hotel classification through a multi-stakeholder lens, including the perspectives of managers, frontline employees, and customers.

BackgroundThis study, grounded in the Conservation of Resources (COR) theory, presents a framework designed to explore the direct impact of psychological empowerment (PE) on psychological safety (PS) and its indirect influence on customer orientation (CO), all while considering the moderating role of professional commitment (PC).MethodsUsing a convenience sampling method, this study targeted frontline employees working in star-rated hotels in China. Data were collected in two waves, resulting in a total of 189 valid responses. The collected data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships among PE, PS, CO, and PC.ResultsThe analysis revealed a positive relationship between PE and CO, which is mediated by PS. Furthermore, the moderating effect of PC was supported: the indirect effect of PE on CO via PS is stronger when PC is high, and significantly weaker when PC is low. This finding highlights the importance of PC in enhancing the influence of PE on CO.ConclusionThis study not only proposes both theoretical and practical implications based on these findings but also discusses the limitations of the research and suggests potential directions for future studies.

ABSTRACT Environmental concern is now a strategic priority. For this reason, some organizations adopt an environmental orientation, which both internalizes and externalizes its environmental mission. Drawing on strategic alignment theory and dynamic capabilities, this study examines how environmental orientation shapes frontline employee (FLE) effort and organizational performance. Using matched survey data from FLEs and managers, we find that environmental stewards exert greater effort in environmentally oriented firms, and this effort improves economic outcomes. Our findings underscore the importance of aligning organizational and employee values, positioning FLEs as valuable green champions in a B2B context.

This research seeks to analyze idiosyncratic deals’ (I-deals) effectiveness in five-star hotel firms on individual performance while using perceived distributive justice (PDJ) and perceived procedural justice (PPJ) as mediators and hierarchical organizational culture (HOC) as a moderator. Data was collected through a two-wave survey of 399 front-line employees and establishes the measurement model through confirmatory factor analysis. Using structural equation modeling and the bootstrapping method, the study shows that I-deals positively impact individual performance and that PDJ and PPJ act as mediators. HOC emerges as a moderator influencing these relationships. Thus, the study offers implications for the hotel industry by emphasizing the need to organize I-deals concerning the fair distribution of resources and procedural fairness and incorporating cultural values to enhance their positive impact on employees’ performance.

The ever-increasing level of competition in the banking industry demands the ability of frontliner employees to manage emotions and maintain organizational commitment. This research aimed to analyze the effect of emotional intelligence on self-efficacy and job satisfaction and its impact on organizational commitment among frontliner employees of state-owned banking companies in Jabodetabek. The sample in this study consisted of 200 state-owned banking frontliner employees from Mandiri, BRI, BNI, and BTN in the Jabodetabek area to obtain accurate data. Questionnaires were created using Google Forms and distributed via the WhatsApp social media platform. The unit of analysis was the employees of the state-owned banking frontliners. The data collection technique used was purposive sampling, which is a method based on the research criteria determined by the researcher. Structural equation modeling analysis was conducted using AMOS software. The results of the study show a positive and significant effect of emotional intelligence on self-efficacy and job satisfaction, which in turn impact organizational commitment among frontliner employees of BUMN banking companies in Jabodetabek. Managerial implications suggest that emotional intelligence, self-efficacy, and job satisfaction significantly influence the organizational commitment of frontliner employees in state-owned banks in Jabodetabek. Moreover, this research is highly impactful, presenting an opportunity for banking companies to further develop innovations that are increasingly modern and to attract employees to work in their companies in a comfortable, dedicated, and satisfying manner.

IntroductionThe hotel industry creates significant economic value but also intensifies environmental challenges. Frontline employees’ green behaviors (EGB) are crucial for translating organizational sustainability commitments into practice. This study applies the Drive–State–Pressure (DSP) model to examine how institutional pressures and individual agency jointly shape EGB.MethodsSurvey data were collected from 356 hotel employees in China. Fuzzy-set Qualitative Comparative Analysis (fsQCA) was used to explore configurational pathways leading to task-oriented green behavior (TGB) and voluntary green behavior (VGB).ResultsCoercive, normative, and mimetic pressures promote TGB primarily through compliance, whereas VGB is driven by autonomy and normative alignment. Distinct combinations of pressures and individual states highlight the complex mechanisms underlying EGB.DiscussionThe findings extend institutional theory by bridging macro- and micro-level perspectives through the DSP model and offer practical strategies for sustainability governance. Methodologically, the study demonstrates the value of fsQCA for capturing configurational interactions in employee green behaviors.

ABSTRACT The relationship between knowledge management (KM) and customer relationship management (CRM) is vital to business success, yet their intersection remains underexplored. This study investigates how KM processes are integrated into the core dimensions of CRM. Using a qualitative case study approach, the research draws on rich data collected from purposefully selected employees of three- to five-star hotels in Accra, Ghana. The study identifies four essential KM processes: knowledge accumulation, formation, retention and implementation. Findings reveal that KM is deeply embedded in more than three key functional dimensions of CRM, with this integration being both pervasive and instrumental in enhancing CRM practices. Based on these insights, theoretical and practical implications are discussed to help industry professionals optimize the integration of KM and CRM.

Although research has provided valuable insights into the process of frame change within organizations, it has primarily attributed this change to discursive activities, potentially relegating the role of nondiscursive modes and the interplay among multimodal practices. Against this background, we examine how the interplay among discursive, material, and embodied practices influences organizational members’ frame change. Drawing on an eighteen-month ethnographic study of the digital transformation of a major real estate project, we show how frontline employees’ frame change—from viewing digital technology as “digital wings” to “digital burden”—was achieved through multimodal practices. Our findings contribute to frame research by identifying three cross-modal mechanisms: limited interconnecting , permeating , and resonating . These mechanisms suggest that the subtle interplay among multimodal practices elicits initial understanding, subversion, and stabilization. Moreover, we introduce the “flesh-and-blood” basis of frame change and extend the current understanding of keying and engrossment to theorize them as multimodal accomplishments rather than solely discursive efforts.

This study aims to evaluate the relationship between supervisor support and turnover intention, as well as the mediating role of employee engagement in retail stores in Saudi Arabia. The study’s significance lies in its contribution to the understanding of how front-line employees’ view of the supervision qualities of their superiors impacts their turnover intention. The study offers insights to managers in retail stores by examining whether employee engagement plays a role in mediating the relationship between the two investigated variables. This information could be particularly helpful for supervisors looking to comprehend and adopt effective support when interacting with their front-line employees. The research also holds importance as it can provide insights for training supervisors. The findings of this study have implications for understanding how perceived supervisor support qualities impact the turnover intentions of employees in the retail sector. This information holds value for organizations of all sizes helping them identify management training goals to address the issue of employee turnover intention.

Abstract Modern work in sales & service is increasingly enhanced and supported by digital technologies. As a result, frontline employees’ digital competencies are becoming a key success factor for sales & service work. Nevertheless, especially with regards to professional work, there is still a lack of knowledge about how to measure digital competencies. So far, specific empirical contribution focussing on professional digital work environments being increasingly knowledge-intense, collaborative, and virtualized are still very rare. In this article we seek to make a substantial contribution in that area of research. Based on the state-of-the art literature about digital competence among employees in professional work this article is one of the very few that introduces an empirically evaluated scale of digital competence based on a sample size of N=1,283. We suggest a context-related set of five dimensions of digital competence named (1) effective usage of technologies and tools, (2) farsighted & critical information handling, (3) sustained cooperation & communication, (4) integrative knowledge generation, and (5) co-creative problem solving. Evaluation of these five dimensions is conducted with the help of technostress, virtualization of work, space-time flexibility at work and availability for work-related issues. Finally, we present a critical reflection about the scale’s five dimensions.

Happy employees, happy customers: The role of workplace fun activities on frontline employees’ service performance

How and when does AI awareness affect hotel frontline employee’s Unethical Pro-organizational Behavior? Insights from two longitudinal studies