THEORETICAL MODEL FOR DEVELOPING FRONTLINE EMPLOYEES VALUE CO-CREATION BEHAVIOUR THROUGH SERVICE PRACTICES

The objective of the paper is to theoretically foster the understanding of organizational provided service practices (SP) and capabilities that facilitate and enhance the frontline employees' engagement in value co-creation. This paper proposed a typology of service practices which consists of regulative, normative and cognitive. This proposed conceptual model extends the understanding and conceptualization of engagement of frontline employees (FLEs) in value co-creation (VCC) processes. This study meaningfully contributes to theorizing and advancing the understanding about service practices towards the engagement of FLEs in VCC. The proposed model takes the consideration of complex service setting and micro-foundations perspective which reflects a broad set of research. The proposed model is not only interesting from theoretical point of view, but for manager, for whom engagement of FLEs in value co-creation holds the potential for improved customer satisfaction and loyalty. FLEs engagement in value co-creation lead towards more creative and higher quality ideas that are more valued by customers. (C) 2020 Published by European Publisher.