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

Nguyen Hong Phuoc, Le Nguyen Hau () and Pham Ngoc Thuy
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Nguyen Hong Phuoc: University of Economics Ho Chi Minh City
Le Nguyen Hau: Vietnam National University Ho Chi Minh City
Pham Ngoc Thuy: Vietnam National University Ho Chi Minh City

Service Business, 2022, vol. 16, issue 1, No 7, 159-186

Abstract: Abstract 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.

Keywords: Service frontliner; Autonomous motivation; Deep acting; Service co-creation; Innovative behaviour; Automotive retail service (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-021-00473-6

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