Title: A typology for frontline employee adaptability to gain insights in service customisation: a viewpoint

Authors: Michael Sony; Nandakumar Mekoth

Addresses: Electricity Department, 220kV EHV Substation, Amona Navelim, Goa, India. ' Department of Management Studies, Goa University, Taleigao Plateau, Goa, India

Abstract: The complexity of service customisation has been recognised in the service marketing literature. Yet, the understanding of how this complexity impacts the frontline employee adaptability is limited especially considering the changing nature of customer ad gustum. Building on preceding research this paper develops a typology for frontline employee adaptability to gain insights in customisable services context by critically examining the nature and formation of dimensions of adaptability. This paper will broaden the array of service customisation through the understanding of a vital link that is FLE and offer a strategic viewpoint on the evolving nature of frontline employee adaptability and it is the first paper of its kind to present the typology within the framework of customisable services.

Keywords: service customisation; frontline employees; employee adaptability; adaptability typology; customised service behaviour; service process design; service marketing; interpersonal adaptability; service offering adaptability; customer contact employees; services.

DOI: 10.1504/IJSOM.2012.047955

International Journal of Services and Operations Management, 2012 Vol.12 No.4, pp.490 - 508

Available online: 15 Jul 2012 *

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