SHS Web Conf.
Volume 124, 2021International Conference on Management, Social Sciences & Humanities (ICMeSH 2020)
|Number of page(s)
|Innovative Marketing and Consumerism & Business and Economy for Sustainable Future
|15 November 2021
Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
Management & Humanities department, Universiti Teknologi PETRONAS, Malaysia
In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived value they desire. Through the conduction of six interviews in Malaysia's automotive sector, this study used an exploratory technique to investigate the underlying characteristics of frontline employees' motives. Semi structured interviews were done with the use of a topic guide, but the researchers were not confined in their frame of reference, allowing them to explore for clarification and confirmation. The results of the interviews were examined using an idiographic technique and then compared using cross-case analysis. Professional identity, financial benefits, career progression opportunities, and workplace recognition are all motivators for frontline employees to cocreate value. Due to variances in the employees' past expectations, these reasons may change across different service situations. Managers may begin measuring and managing service interactions between frontline personnel and customers by understanding their motives to cocreate value.
Key words: Frontline employees / Motivation / value cocreation / Expectancy theory / Exploratory study
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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