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When customers want to become frontline employees: an exploratory study of decision factors and motivation types

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  • Chen-Ya Wang

    (National Tsing Hua University)

  • Priyanko Guchait

    (University of Houston)

  • Cheng-Hsin Chiang

    (Macau University of Science and Technology)

  • Wan-Ting Weng

    (National Tsing Hua University)

Abstract

Labor shortages have long been an issue in the service industry. One pool of potential dedicated and skilled employees that has remained untapped is customers. This study explores the customer to frontline employee (CtFE) phenomenon: customers becoming frontline employees after consumption experience. Through one-on-one, in-depth interviews, we identify factors related to job choice and service experience influencing customers’ CtFE decisions. We also develop propositions and a conceptual framework to describe CtFE choices. Finally, we categorize potential CtFEs as idealist, dream-catcher, approval-seeker, and pragmatist. Our findings suggest that CtFEs can be a critical labor source in the service sector.

Suggested Citation

  • Chen-Ya Wang & Priyanko Guchait & Cheng-Hsin Chiang & Wan-Ting Weng, 2017. "When customers want to become frontline employees: an exploratory study of decision factors and motivation types," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 871-900, December.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:4:d:10.1007_s11628-017-0334-9
    DOI: 10.1007/s11628-017-0334-9
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    Cited by:

    1. Jiyoung Kim & Russell Lacey & Hae-Ryong Kim & Jaebeom Suh, 2019. "How CSR serves as a preventive mechanism for coping with dysfunctional customer behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 671-694, December.
    2. Rudkowski, Janice, 2024. "Measuring employee-consumer integrated retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Hung-Sheng Lai & Hsin-Hui Hu & Zhang-Yu-Jing Chen, 2020. "The effects of culture shock on foreign employees in the service industry," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 361-385, September.

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