Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets

Abstract

General Managers' are presented with an extensive opportunity to innovate and gain market advantage from front-line employees (FLEs) and consumers working together to exchange services and co-create value. To do this General Managers need to understand more about what influences the content and quality of FLE and consumer service exchanges? What predisposes FLEs to commit to service exchange and value co-creation? And what organisational phenomena can General Managers use to influence this predisposition? This paper presents results from an empirical research study of FLEs employed by a firm that provides installation, servicing and emergency services to domestic households across the UK. The study reveals the importance of the firm's corporate brand in its influence upon FLE's sense of membership and attachment to a firm (organisational identity) and the consequent effect of this on their pre-disposition for service exchange (organisational commitment), i.e. whether FLEs want to remain in their role because they feel they ought to, want to or they have too much to lose by leaving.

Understanding the intention to buy secondhand clothing on sharing economy platforms: The influence of sustainability, distance from the consumption system, and economic motivations

“…Scale items were adapted to make them as comprehensible as possible, and no negatively worded items were used. Moreover, the conceptual framework was not disclosed to the respondents, which according to Glanfield, Ackfeldt, and Melewar (2018) further reduces the risk of common method bias.…”

The transformative outcomes of frontline employee adaptability for service value co-creation: a study of the banking sector

“…For instance, FLEs’ co-creation behaviors have been found to be driven by personal factors such as operant resources (Tari Kasnakoglu, 2016) or work motivation (Findsrud et al. , 2018), organizational factors such as sense of brand association and attachment (Glanfield et al. , 2018), employee empowerment and engagement (Merrilees et al.…”

“…Extant literature shows several antecedents and outcomes of FLEs' co-creation behaviors. For instance, FLEs' co-creation behaviors have been found to be driven by personal factors such as operant resources (Tari Kasnakoglu, 2016) or work motivation (Findsrud et al, 2018), organizational factors such as sense of brand association and attachment (Glanfield et al, 2018), employee empowerment and engagement (Merrilees et al, 2017), and customer-related factors such as interpersonal trust and information-sharing between customers and employees (Neghina et al, 2015). On the outcome side, FLEs' co-creation behaviors have been found to result in higher levels of customer affective commitment and trust (Karpen et al, 2015).…”

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“…Moreover, as neither the framework nor the model was disclosed in any way, respondents did not know which questions referred to independent and dependent variables, respectively. This further reduces the risk of common method bias (Glanfield et al, 2018). Ex post statistical tests were also used to control for common method bias.…”