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• W3213937351 abstract "Purpose This study aims to address two relatively unexplored issues in banking service literature. The first relates to the impact of co-creation behaviors of frontline employees (FLEs) on their well-being. The second is the impact of FLEs' adaptability on their performance of co-creation behaviors and their well-being in the workplace. Design/methodology/approach A structural model was built and tested using survey data collected from 366 FLEs offering financial consulting services to customers at banks. Findings FLE co-creation behaviors have positive impacts on FLEs’ well-being, including well-being in the workplace (job satisfaction) and general well-being (quality of life). Moreover, FLEs with a high level of interpersonal and service-offering adaptability perform co-creation behaviors better than those with lower adaptability and have higher job satisfaction. Between service-offering adaptability and interpersonal adaptability, the former has stronger effects than the latter. Practical implications The findings suggest that banks develop and enhance FLEs’ adaptability and co-creation behaviors to enhance their well-being and customer value. Originality/value Prior research on FLEs' co-creation mainly focuses on customer-related transformative outcomes, leaving their own well-being less examined. This study fills this gap by providing evidence to suggest that although active co-creation behaviors require FLEs to have more skills and put in more effort, they do bring about transformative impacts in terms of better job satisfaction and quality of life. Additionally, a high level of adaptability helps FLEs to comfortably perform their co-creation behavior, thereby reducing stress and improving well-being." @default.
• W3213937351 created "2021-11-22" @default.
• W3213937351 creator A5008724475 @default.
• W3213937351 creator A5036206893 @default.
• W3213937351 creator A5056631642 @default.
• W3213937351 date "2021-11-16" @default.
• W3213937351 modified "2023-10-18" @default.
• W3213937351 title "The transformative outcomes of frontline employee adaptability for service value co-creation: a study of the banking sector" @default.
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