Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing
Introduction: The present study aimed to explore the frontline employees in-shop motivation to influence the customers in-shop emotions. The study further proposed the conceptual foundations of the dynamic nature of value outcomes in non-fuel retail stations, where each customer perceives the intera...
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| Format: | Article |
| Language: | English |
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Universitas Semarang
2024-01-01
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| Series: | Jurnal the Messenger |
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| Online Access: | https://journals.usm.ac.id/index.php/the-messenger/article/view/3423 |
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| author | Muhammad Farrukh Abid Muhammad Nawaz Junaid Siddique Satirenjit Kaur Johl Muhammad Aamir Nadeem Muhammad Mazhar |
| author_facet | Muhammad Farrukh Abid Muhammad Nawaz Junaid Siddique Satirenjit Kaur Johl Muhammad Aamir Nadeem Muhammad Mazhar |
| author_sort | Muhammad Farrukh Abid |
| collection | DOAJ |
| description | Introduction: The present study aimed to explore the frontline employees in-shop motivation to influence the customers in-shop emotions. The study further proposed the conceptual foundations of the dynamic nature of value outcomes in non-fuel retail stations, where each customer perceives the interaction with frontline employee differently. Therefore, the value outcomes based on the customers’ in-shop emotions were dynamic.
Methods: The study had used the content analysis to seek the outcome where the data was collected using open-ended interviews from frontline employees and customers of non-fuel retail outlets in Malaysia. The sample size was 12 using the snowball technique, including 6 frontline employees in phase 1 and 6 customers in phase 2 who had visited the same non-fuel retail outlets used in phase 1 for data collection.
Findings: The results showed interesting findings where it was observed that customers get positive and negative influence emotionally through individual interaction with frontline employees. Furthermore, the positive/negative emotions helped the customers to create or destroy the value individually. These service encounters are subjective and vary from customer-customer affecting their emotions differently are therefore cannot be generalized on the large set of audience.
Originality: Through the lens of S-D logic paradigm, the present study has conceptualized the dynamic nature of emotions which can lead towards value creation/value destruction or value destruction/value creation in different situations and contexts based on the individual service encounters of customers-frontline employees within non-fuel retail shops. |
| format | Article |
| id | doaj-art-e21f1d7d40d14c89b9ea4fe3ced7488d |
| institution | Matheson Library |
| issn | 2086-1559 2527-2810 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | Universitas Semarang |
| record_format | Article |
| series | Jurnal the Messenger |
| spelling | doaj-art-e21f1d7d40d14c89b9ea4fe3ced7488d2025-07-02T02:53:10ZengUniversitas SemarangJurnal the Messenger2086-15592527-28102024-01-0114214415710.26623/themessenger.v14i2.34232846Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel RetailingMuhammad Farrukh Abid0Muhammad Nawaz1Junaid Siddique2Satirenjit Kaur Johl3Muhammad Aamir Nadeem4Muhammad Mazhar5(SCOPUS ID: 57471475900); Universiti Teknologi PETRONAS(SCOPUS ID: 57194714836); COMSATS University Islamabad(SCOPUS ID: 57222045545); Universiti Teknologi PETRONAS(SCOPUS ID: 55792131200); Universiti Teknologi PETRONAS(SCOPUS ID: 57456252400); Universiti Sains MalaysiaUniversiti Teknologi PETRONASIntroduction: The present study aimed to explore the frontline employees in-shop motivation to influence the customers in-shop emotions. The study further proposed the conceptual foundations of the dynamic nature of value outcomes in non-fuel retail stations, where each customer perceives the interaction with frontline employee differently. Therefore, the value outcomes based on the customers’ in-shop emotions were dynamic. Methods: The study had used the content analysis to seek the outcome where the data was collected using open-ended interviews from frontline employees and customers of non-fuel retail outlets in Malaysia. The sample size was 12 using the snowball technique, including 6 frontline employees in phase 1 and 6 customers in phase 2 who had visited the same non-fuel retail outlets used in phase 1 for data collection. Findings: The results showed interesting findings where it was observed that customers get positive and negative influence emotionally through individual interaction with frontline employees. Furthermore, the positive/negative emotions helped the customers to create or destroy the value individually. These service encounters are subjective and vary from customer-customer affecting their emotions differently are therefore cannot be generalized on the large set of audience. Originality: Through the lens of S-D logic paradigm, the present study has conceptualized the dynamic nature of emotions which can lead towards value creation/value destruction or value destruction/value creation in different situations and contexts based on the individual service encounters of customers-frontline employees within non-fuel retail shops.https://journals.usm.ac.id/index.php/the-messenger/article/view/3423service-dominant logicfront line employee in-shop motivationcustomers in-shop emotionsvalue creationvalue destruction |
| spellingShingle | Muhammad Farrukh Abid Muhammad Nawaz Junaid Siddique Satirenjit Kaur Johl Muhammad Aamir Nadeem Muhammad Mazhar Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing Jurnal the Messenger service-dominant logic front line employee in-shop motivation customers in-shop emotions value creation value destruction |
| title | Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing |
| title_full | Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing |
| title_fullStr | Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing |
| title_full_unstemmed | Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing |
| title_short | Frontline Employees’ Motivation towards Customers’ Value Outcomes: A Context of Non-Fuel Retailing |
| title_sort | frontline employees motivation towards customers value outcomes a context of non fuel retailing |
| topic | service-dominant logic front line employee in-shop motivation customers in-shop emotions value creation value destruction |
| url | https://journals.usm.ac.id/index.php/the-messenger/article/view/3423 |
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