Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets

Keith Glanfield*, Anna-Lena Ackfeldt, T.C. Melewar

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

General managers are presented with an extensive opportunity to innovate and gain market advantage from front-line employees (FLEs) and consumers working together to exchange services and co-create value. To do this, general managers need to understand more about what influences the content and quality of FLE and consumer service exchanges? What predisposes FLEs to commit to service exchange and value co-creation? And what organizational phenomena can general managers use to influence this predisposition? This article presents results from an empirical research study of FLEs
employed by a firm that provides installation, servicing and emergency services to domestic households across the United Kingdom. The study reveals the importance of the firm’s corporate brand in its influence upon FLE’s sense of membershipand attachment to a firm (organizational identity) and the consequent effect of this on their predisposition for serviceexchange (organizational commitment), that is, whether FLEs want to remain in their role, because they feel they ought to,want to or they have too much to lose by leaving.
Original languageEnglish
Article number3
Pages (from-to)63-69
Number of pages7
JournalJournal of General Management
Volume43
Issue number2
Early online date25 Jan 2018
DOIs
Publication statusPublished - 25 Jan 2018

Bibliographical note

© Sage 2018. The final publication is available via Sage at http://dx.doi.org/10.1177/0306307017740184

Keywords

  • corporate brand associations
  • organizational commitment
  • organizational identity
  • S-D logic
  • service exchange
  • value co-creation

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