The dynamics and impact of outcome-oriented control mechanisms on frontline service employees

Abstract

The overarching purpose of this thesis is to build theory about customer satisfaction outcome-based control of frontline service employees (FLEs). This thesis consists of two parts. In the first part I develop a behavioural construct termed as multi-goal approaching-avoiding service encounter behaviour (MGSEB), which refers to FLEs goal-directed behaviours during the service encounter in which dual expectations (i.e., organization-related and customer-related) simultaneously operate. In the second part, I develop grounded theory of authenticity transition which is based on 30 in-depth interviews of FLEs from a range of service sectors. I find evidence of individuals’ coping responses and adaptation to the imposed outcome-based control under the strategic implementation. Contrary to the prediction of goal alignment of individual as an organizational member, the grounded model process suggests that strategic customer outcome-based control processes leads individuals to transform into agents who think and behave for themselves.