Poising Frontline Service Providers for Success: An Integrative Review and Future Directions

It has long been understood that frontline employees are a critical marketing tool in hospitality and tourism businesses. In fact, empirical research indicates that consumers often perceive the frontline employees with whom they interact as the company itself (Mohr and Henson, 1996). Due to the pivotal roles of these frontline employees, a growing corpus of research examines how to be select, train, motivate, and manage these individuals. This article synthesizes research from diverse disciplines to provide an up-to-date synopsis of these areas.

Keywords

Customer Service; Frontline; Motivation; Recruiting; Training

JEL Classification

No JEL classification codes were provided.

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