Balancing Frontliners’ Customer- and Coworker-Directed Behaviors When Serving Business Customers

Michel Van Der Borgh, Ad De Jong & Edwin J. Nijssen
In this digital era, where many product-oriented business-to-business companies are shifting to a product-service systems approach, frontline employees (FLEs) are urged to complement customer-directed behaviors with coworker-directed prosocial behaviors to achieve optimal performance. Surprisingly, little is known about the relationship between FLEs’ coworker-directed and customer-directed behaviors in product-service systems settings. This research addresses this void and serves two purposes. First, drawing on role balance theory, the authors develop and test a model of an FLE’s...
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