Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing

In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived val...

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Main Authors:	Amin Muhammad, Shamim Amjad, Ghazali Zulkipli bin
Format:	article
Language:	EN FR
Published:	EDP Sciences 2021
Subjects:	frontline employees motivation value cocreation expectancy theory exploratory study Social Sciences H
Online Access:	https://doaj.org/article/7f01207aa7a34c6891c90ae4aedde642
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id	oai:doaj.org-article:7f01207aa7a34c6891c90ae4aedde642
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spelling	oai:doaj.org-article:7f01207aa7a34c6891c90ae4aedde6422021-12-02T17:15:22ZExploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing2261-242410.1051/shsconf/202112409001https://doaj.org/article/7f01207aa7a34c6891c90ae4aedde6422021-01-01T00:00:00Zhttps://www.shs-conferences.org/articles/shsconf/pdf/2021/35/shsconf_icmesh2020_09001.pdfhttps://doaj.org/toc/2261-2424In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived value they desire. Through the conduction of six interviews in Malaysia's automotive sector, this study used an exploratory technique to investigate the underlying characteristics of frontline employees' motives. Semi structured interviews were done with the use of a topic guide, but the researchers were not confined in their frame of reference, allowing them to explore for clarification and confirmation. The results of the interviews were examined using an idiographic technique and then compared using cross-case analysis. Professional identity, financial benefits, career progression opportunities, and workplace recognition are all motivators for frontline employees to cocreate value. Due to variances in the employees' past expectations, these reasons may change across different service situations. Managers may begin measuring and managing service interactions between frontline personnel and customers by understanding their motives to cocreate value.Amin MuhammadShamim AmjadGhazali Zulkipli binEDP Sciencesarticlefrontline employeesmotivationvalue cocreationexpectancy theoryexploratory studySocial SciencesHENFRSHS Web of Conferences, Vol 124, p 09001 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	frontline employees motivation value cocreation expectancy theory exploratory study Social Sciences H
spellingShingle	frontline employees motivation value cocreation expectancy theory exploratory study Social Sciences H Amin Muhammad Shamim Amjad Ghazali Zulkipli bin Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
description	In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived value they desire. Through the conduction of six interviews in Malaysia's automotive sector, this study used an exploratory technique to investigate the underlying characteristics of frontline employees' motives. Semi structured interviews were done with the use of a topic guide, but the researchers were not confined in their frame of reference, allowing them to explore for clarification and confirmation. The results of the interviews were examined using an idiographic technique and then compared using cross-case analysis. Professional identity, financial benefits, career progression opportunities, and workplace recognition are all motivators for frontline employees to cocreate value. Due to variances in the employees' past expectations, these reasons may change across different service situations. Managers may begin measuring and managing service interactions between frontline personnel and customers by understanding their motives to cocreate value.
format	article
author	Amin Muhammad Shamim Amjad Ghazali Zulkipli bin
author_facet	Amin Muhammad Shamim Amjad Ghazali Zulkipli bin
author_sort	Amin Muhammad
title	Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
title_short	Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
title_full	Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
title_fullStr	Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
title_full_unstemmed	Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing
title_sort	exploring frontline employees’ motivations to engage in value cocreation: a context of non-fuel retailing
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/7f01207aa7a34c6891c90ae4aedde642
work_keys_str_mv	AT aminmuhammad exploringfrontlineemployeesmotivationstoengageinvaluecocreationacontextofnonfuelretailing AT shamimamjad exploringfrontlineemployeesmotivationstoengageinvaluecocreationacontextofnonfuelretailing AT ghazalizulkiplibin exploringfrontlineemployeesmotivationstoengageinvaluecocreationacontextofnonfuelretailing
_version_	1718381267462914048

Exploring Frontline Employees’ Motivations to Engage in value Cocreation: A Context of Non-Fuel Retailing

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