Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
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 val...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2021-01-01
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| Series: | SHS Web of Conferences |
| Subjects: | |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_09001.pdf |
| _version_ | 1819198544192471040 |
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| author | Amin Muhammad Shamim Amjad Ghazali Zulkipli bin |
| author_facet | Amin Muhammad Shamim Amjad Ghazali Zulkipli bin |
| author_sort | Amin Muhammad |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-23T03:02:08Z |
| format | Article |
| id | doaj.art-7f01207aa7a34c6891c90ae4aedde642 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-12-23T03:02:08Z |
| publishDate | 2021-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-7f01207aa7a34c6891c90ae4aedde6422022-12-21T18:02:24ZengEDP SciencesSHS Web of Conferences2261-24242021-01-011240900110.1051/shsconf/202112409001shsconf_icmesh2020_09001Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel RetailingAmin MuhammadShamim AmjadGhazali Zulkipli binIn 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.https://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_09001.pdffrontline employeesmotivationvalue cocreationexpectancy theoryexploratory study |
| spellingShingle | Amin Muhammad Shamim Amjad Ghazali Zulkipli bin Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing SHS Web of Conferences frontline employees motivation value cocreation expectancy theory exploratory study |
| title | Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing |
| title_full | Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing |
| title_fullStr | Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing |
| title_full_unstemmed | Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing |
| title_short | Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing |
| title_sort | exploring frontline employees motivations to engage in value cocreation a context of non fuel retailing |
| topic | frontline employees motivation value cocreation expectancy theory exploratory study |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_09001.pdf |
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