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Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance

Author

Listed:
  • María Leticia Santos-Vijande

    (Universidad de Oviedo)

  • José Ángel López-Sánchez

    (Universidad de Extremadura)

  • John Rudd

    (Aston University)

Abstract

From a Service-Dominant Logic (S-DL) perspective, employees constitute operant resources that firms can draw to enhance the outcomes of innovation efforts. While research acknowledges that frontline employees (FLEs) constitute, through service encounters, a key interface for the transfer of valuable external knowledge into the firm, the range of potential benefits derived from FLE-driven innovation deserves more investigation. Using a sample of knowledge intensive business services firms (KIBS), this study examines how the collaboration with FLEs along the new service development (NSD) process, namely FLE co-creation, impacts on service innovation performance following two routes of different effects. Partial least squares structural equation modeling (PLS-SEM) results indicate that FLE co-creation benefits the NS success among FLEs and firm’s customers, the constituents of the resources route. FLE co-creation also has a positive effect on the NSD speed, which in turn enhances the NS quality. NSD speed and NS quality integrate the operational route, which proves to be the most effective path to impact the NS market performance. Accordingly, KIBS managers must value their FLEs as essential partners to achieve successful innovation from an internal and external perspective, and develop the appropriate mechanisms to guarantee their effective involvement along the NSD process.

Suggested Citation

  • María Leticia Santos-Vijande & José Ángel López-Sánchez & John Rudd, 2016. "Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 350-375, May.
  • Handle: RePEc:spr:joamsc:v:44:y:2016:i:3:d:10.1007_s11747-015-0447-4
    DOI: 10.1007/s11747-015-0447-4
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    2. de Jong, Ad & Schepers, Jeroen J.L. & Lages, Cristiana R. & Kadić-Maglajlić, Selma, 2021. "The role of the service manager’s perceived career success in frontline employees’ learning processes and service improvement," Journal of Business Research, Elsevier, vol. 134(C), pages 601-617.
    3. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    4. Hartmann, Mia Rosa & Hartmann, Rasmus Koss, 2023. "Hiding practices in employee-user innovation," Research Policy, Elsevier, vol. 52(4).
    5. Amin, Muhammad & Shamim, Amjad & Ghazali, Zulkipli & Khan, Imran, 2021. "Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Bulent Menguc & Seigyoung Auh & Volkan Yeniaras & Constantine S. Katsikeas, 2017. "The role of climate: implications for service employee engagement and customer service performance," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 428-451, May.
    7. Santos-Vijande, María Leticia & López-Sánchez, Jose Ángel & Pascual-Fernández, Primitiva & Rudd, John M., 2021. "Service innovation management in a modern economy: Insights on the interplay between firms’ innovative culture and project-level success factors," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    8. Guo, Feng & Bo, Qingwen & Tong, Xun & Zhang, Xiaofei, 2020. "A paradoxical view of speed and quality on operational outcome: An empirical investigation of innovation in high-tech small and medium-sized enterprises," International Journal of Production Economics, Elsevier, vol. 229(C).

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