Open Access Subscription Access
Open Access Subscription Access
Role of Frontline Employees in Building Sustainable Customer Relationship-A Theoretical Approach
The basic prerequisite of any business is to know who are their customers, what are their needs and preferences, how their needs and preferences are fulfilled, are they satisfied with products and services offered and are they willing to further continue their relationship with the organization. In fact, there are several factors which influence the service performance; one of the most neglected issues by the organizations is role of frontline employees in service industries. Carlzon (1987) figured this interaction so important that he called it ‘the moment of truth’. Through this interaction, only a customer experiences the service delivered and develops perception about service performance of an organization. Hence, service providers are required to be friendly, sympathetic and adaptive towards the needs and expectations of their customers. The present study theoretically accesses the role of frontline employees, who are regarded as spokespeople in the company customer interaction, as well as being influential in the level of satisfaction of the customers.
Frontline Employees, Customer Relationship Management, Service Industry, Customer Satisfaction.
- Beatty, S.E., Mayer, M., Coleman, J.E., Reynolds, K.E. and Lee, J. (1996). Customer-Sales Associate Retail Relationships. Journal of Retailing, Vol. 72 (3), 223-47.
- Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000). Technology Infusion in Service Encounters. Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 138-49.
- Bowen, J and Ford, R.C. (2002). Managing Service Organizations: Does Having a “Thing” Make a Difference? Journal of Management, Vol. 28(3), 447-469.
- Griffith, J. (2001). Do Satisfied Employees Satisfy Customers? Support-Services Staff Morale and Satisfaction among Public School Administrators, Students, and Parents. Journal of Applied Social Psychology, 31(8), 1627-1658.
- Hartline, M.D. and Ferrell, O.C. (1996). The Management of Customer-Contact Service Employees: An Empirical Investigation. Journal of Marketing, Vol. 60, 52-70.
- Hawke, A. and Heffernan, T. (2006). Interpersonal Liking in LenderCustomer Relationships in the Australian Banking Sector. International Journal of Bank Marketing, Vol. 24(3), 140-157.
- Helm, S., Rolfes, L. and Günter, B. (2006). Suppliers’ Willingness to End Unprofitable Customer Relationships: An Exploratory Investigation in the German Mechanical Engineering Sector. European Journal of Marketing, Vol. 40(3/4), 366-383.
- Heskett, James L., W. Earl Sasser, and Leonard A. Schlesinger. (1997). The Service Profit Chain: How Leading Complies Link Profit and Growth to Loyalty, Satisfaction and Value. New York: Free Press.
- Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., and Schlesinger, L. A. (1994). Putting the Service-Profit Chain to Work. Harvard Business Review, Vol.72 (2), 164-174.
- Heskett, J. L., Sasser, W. E. J. and Schlesinger, L. A. (1997). The Service Profit Chain. New York: Free Press.
- Heskett, J. L., Sasser, W. E. J., and Schlesinger, L. A. (2003). The Value Profit Chain. New York: Free Press
- Kandampully, J. and Duddy, R. (1999). Relationship Marketing: A Concept beyond the Primary Relationship. Marketing Intelligence and Planning, Vol. 17, No. 7, 315-323.
- Masdek, N., Abdul Aziz, Y. and Awang, K. (2011). Potential Antecedents and Outcomes of Frontline Employees’ Service Recovery Performance. Int. Journal of Economics and Management, Vol. 5(1), 114 – 139.
- Mattila, A.S. and Enz, C.A. (2002). The Role of Emotions in Service Encounters. Journal of Service Research. Vol. 4(4), 268–277.
- Lindgreen, A., Davis, R., Brodie, R.J. and Buchanan-Oliver, M. (2000), Pluralism In Contemporary Marketing Practices. International Journal of Bank Marketing, Vol. 18 No. 6, pp. 294-308.
- Ndubisi, N. O. (2003). Service Quality: Understanding Customer Perception And Reaction, and Its Impact On Business. International Journal of Business, Vol 5(2), 48 -61.
- Ndubisi, N. O. (2007). Relationship Quality Antecedents: The Malaysian Retail Banking Perspective. International Journal of Quality and Reliability Management, Vol 24(8), 829-845.
- Prasad, N. (2012). A Study on Employees’ Emotional Intelligence and Customer Retention in the Banks at Bangalore. Research Journal of Science and Management, Vol. 2(4), 134-140
- Schlesinger, L.A., and Heskett. J.L. (1991). Breaking the Cycle of Failure in Services. Sloan Management Review, 32 (3), 17–29.
- Tjan, A. (2012). Managing Partner and Founder of the Venture Capital Firm Cue Ball, Vice Chairman of the Advisory Firm Parthenon, And Co-Author of The New York Times Bestseller Heart, Smarts, Guts, and Luck (HBR Press).
- Walsh, S., Gilmore, A. and Carson, D. (2004). Managing and Implementing Simultaneous Transaction and Relationship Marketing. International Journal of Bank Marketing, Vol. 22 No. 7, pp. 468-483.
- Zineldin, M. (1995). Bank-company Interactions and Relationships: Some Empirical Evidence, The International Journal of Bank Marketing, Vol. 13, no. 2, pp. 30
- Heffernan, T., O’Neill, G., Travaglione, T. and Droulers, M. (2008), Relationship Marketing. The Impact of Emotional Intelligence and Trust on Bank Performance. International Journal of Bank Marketing, Vol. 26, No. 3, pp. 183-199.
- Solomon, M.R., Surprenant, C., Czepiel, J.A. and Gutman, E.G. (1985). A Role Theory Perspective on Dyadic Interactions: The Service Encounter. The Journal of Marketing, 49, 99-111.
- Reichheld, F.F. (1996). Learning From Customer Defections. Harvard Business Review, Vol.74, March-April, pp.56-69
- Parasuraman, Zeithaml and Berry (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, pp. 41-50. Paul, M. (2012). Customers’ Emotional Responses to Employees’ Displayed Positive Emotions. Australian Journal of Business and Management Research, Vol.2 No.06 [40-46].
Abstract Views: 8
PDF Views: 0