The dual outcomes of frontliner’s autonomous motivation and deep acting in service co-creation: a dyadic approach

Employee’s autonomous motivation and emotional labor have received insufficient attention in the service co-creation literature. This study proposes a model linking frontliners’ autonomous motivation, deep acting with customer co-creation and frontliners’ innovation. The model was tested by the data...

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Bibliographic Details
Published in:Service business 2022-03, Vol.16 (1), p.159-186
Main Authors: Phuoc, Nguyen Hong, Hau, Le Nguyen, Thuy, Pham Ngoc
Format: Article
Language:English
Subjects:
Business and Management
Empirical Article
Human Resource Management
Innovations
Management
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Summary:Employee’s autonomous motivation and emotional labor have received insufficient attention in the service co-creation literature. This study proposes a model linking frontliners’ autonomous motivation, deep acting with customer co-creation and frontliners’ innovation. The model was tested by the data collected from 202 dyads of salespersons and customers in the automotive retail service. Results show that frontliner’s autonomous motivation has direct and indirect (through deep acting) impacts on customer co-creation and frontliner innovative behavior. Moreover, customer co-creation stimulates frontliner innovation. These findings contribute to the development of a testable and applicable theory of service co-creation and to consolidate the self-determination theory.
ISSN:1862-8516
1862-8508
DOI:10.1007/s11628-021-00473-6