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Strategies for Frontline Employees to Build Customer Relationships
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Author(s): Muhammad Abrar (Lyallpur Business School, Government College University, Faisalabad, Pakistan), Iqra (Lyallpur Business School, Government College University, Faisalabad, Pakistan)and Rizwan Shabbir (Lyallpur Business School, Government College University, Faisalabad, Pakistan)
Copyright: 2025
Pages: 24
Source title:
Marketing Technology-Infused Hospitality: Upskilling Frontline Employees for Competitiveness
Source Author(s)/Editor(s): Bashir Ahmad (Government College University, Faisalabad, Pakistan), Muhammad Abrar (Government College University, Faisalabad, Pakistan)and Munazza Saeed (National University of Computer and Emerging Sciences, Pakistan)
DOI: 10.4018/979-8-3693-7127-5.ch001
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Abstract
Despite advanced technologies like AI and Self-service tools, service organizations still need frontline employees to enhance customer satisfaction in developing countries. Brick-and-mortar stores have a significant edge over Internet merchants because their salespeople can connect with customers in person. In retail clothing stores, there is a continual interaction between customers and service employees. The chapter has investigated the role of frontline employees (relationship benefits, perceived adaptive selling behaviour) and WOM through perceived credibility. Research studies suggested that there has been a positive association between adaptive selling behaviour and relationship benefits towards positive Word of Mouth (WOM). The chapter reveals the practical implications for policymakers to focus more on frontline employees' behaviours towards customers because customer perception significantly impacts reviews in the shape of positive Word of Mouth.
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