TY - JOUR
T1 - Engaging employees in value cocreation
T2 - Interplay among firm, employee, and supervisor
AU - Amin, Muhammad
AU - Chan, Wa Kimmy
AU - Shamim, Amjad
AU - Ghazali, Zulkipli Bin
AU - Lai , Fong Woon
N1 - Funding Information:
This work was supported by the Hong Kong SAR RGC General Research Fund: [grant number HKBU 12503018].
Publisher Copyright:
© 2022 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024/6/10
Y1 - 2024/6/10
N2 - Research on value cocreation with customers is considerable, yet questions remain regarding whether and how to engage frontline employees (FLEs) in such efforts. Adopting the ability–motivation–opportunity perspective, we conceptualize service firms’ interaction capabilities as ability, employees’ motivation to cocreate value with customers (EMCCV) as motivation, and supervisor proactive personality as opportunity. This empirical investigation thereby addresses the effect of service firms’ interaction capabilities on EMCCV and employees’ subsequent value cocreation behaviors (participation and citizenship). Data collected from 311 FLEs in automotive industries reveal that EMCCV mediates the positive effects of firms’ interaction capabilities (developmental, relational, ethical, and individuated) on employees’ value cocreation behaviors. Further, supervisor proactive personality significantly strengthens the effects of firms’ interaction capabilities on EMCCV. Supplementary analyses uncover a stronger indirect positive association between firms’ interaction capabilities and employees’ value cocreation behaviors (via EMCCV) when employees perceive their supervisors as proactive. These findings highlight the crucial roles of firms’ interaction capabilities and supervisors’ personalities in motivating FLEs’ value cocreation behaviors during service exchanges. They also reveal practical options for promoting more inclusive, sustainable economic growth and guidelines for fostering and promoting improved working conditions for FLEs (UN Sustainable Development Goal 8).
AB - Research on value cocreation with customers is considerable, yet questions remain regarding whether and how to engage frontline employees (FLEs) in such efforts. Adopting the ability–motivation–opportunity perspective, we conceptualize service firms’ interaction capabilities as ability, employees’ motivation to cocreate value with customers (EMCCV) as motivation, and supervisor proactive personality as opportunity. This empirical investigation thereby addresses the effect of service firms’ interaction capabilities on EMCCV and employees’ subsequent value cocreation behaviors (participation and citizenship). Data collected from 311 FLEs in automotive industries reveal that EMCCV mediates the positive effects of firms’ interaction capabilities (developmental, relational, ethical, and individuated) on employees’ value cocreation behaviors. Further, supervisor proactive personality significantly strengthens the effects of firms’ interaction capabilities on EMCCV. Supplementary analyses uncover a stronger indirect positive association between firms’ interaction capabilities and employees’ value cocreation behaviors (via EMCCV) when employees perceive their supervisors as proactive. These findings highlight the crucial roles of firms’ interaction capabilities and supervisors’ personalities in motivating FLEs’ value cocreation behaviors during service exchanges. They also reveal practical options for promoting more inclusive, sustainable economic growth and guidelines for fostering and promoting improved working conditions for FLEs (UN Sustainable Development Goal 8).
KW - Value cocreation
KW - frontline employees’ behaviors
KW - interaction capabilities
KW - motivation
KW - supervisor proactive personality
UR - https://www.ingentaconnect.com/content/routledg/sij/2024/00000044/f0020007/art00006
UR - http://www.scopus.com/inward/record.url?scp=85129138113&partnerID=8YFLogxK
U2 - 10.1080/02642069.2022.2056164
DO - 10.1080/02642069.2022.2056164
M3 - Journal article
SN - 0264-2069
VL - 44
SP - 592
EP - 619
JO - Service Industries Journal
JF - Service Industries Journal
IS - 7-8
ER -