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Understanding the relationship between frontline employee boreout and customer orientation

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  • Stock, Ruth Maria

Abstract

Customer-oriented behavior provides an important means to achieve satisfied and loyal customers and thus sustainable competitive advantages. Although a rich stream of research has examined enablers of customer-oriented behaviors, its impediments, such as a lack of challenges at the customer interface, have been neglected. Relying on a qualitative study with 37 frontline employees (FLEs) and on conservation of resources theory, this research examines FLEs' individual responses to boreout at the service encounter. Boreout is a negative psychological state of low work-related arousal, manifested in three main forms: job boredom, a crisis of meaning at work, and crisis of growth at work. This study examines the effect of these individual responses on customer-oriented behavior, using data from 147 FLEs and a validation study with customers. The results indicate that all three boreout dimensions consistently harm customer-oriented behavior; job autonomy, whether induced by the firm or customers, moderates these relationships differently though.

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  • Stock, Ruth Maria, 2016. "Understanding the relationship between frontline employee boreout and customer orientation," Journal of Business Research, Elsevier, vol. 69(10), pages 4259-4268.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:4259-4268
    DOI: 10.1016/j.jbusres.2016.02.037
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    References listed on IDEAS

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    1. Stock, Ruth, 2015. "Is Boreout a Threat to Frontline Employees’ Innovative Work Behavior?," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 76766, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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    2. Chux Gervase Iwu & Abdullah Promise Opute & Olayemi Abdullateef Aliyu & Chukuakadibia Eresia-Eke & Tichaona Buzy Musikavanhu & Afeez Olalekan Jaiyeola, 2021. "A Structural Equation Modelling Evaluation of Antecedents and Interconnections of Call Centre Agents’ Intention to Quit," JRFM, MDPI, vol. 14(4), pages 1-21, April.
    3. Dirk De Clercq & Steven A. Brieger, 2022. "When Discrimination is Worse, Autonomy is Key: How Women Entrepreneurs Leverage Job Autonomy Resources to Find Work–Life Balance," Journal of Business Ethics, Springer, vol. 177(3), pages 665-682, May.
    4. Lyngdoh, Teidorlang & Chefor, Ellis & Hochstein, Bryan & Britton, Benjamin P. & Amyx, Douglas, 2021. "A systematic literature review of negative psychological states and behaviors in sales," Journal of Business Research, Elsevier, vol. 122(C), pages 518-533.
    5. Karatepe, Osman M. & Kim, Taegoo Terry, 2020. "Investigating the selected consequences of boreout among cabin crew," Journal of Air Transport Management, Elsevier, vol. 82(C).

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