CUSTOMIZATION OF THE SERVICE EXPERIENCE - THE ROLE OF THE FRONTLINE EMPLOYEE

Emphasizes that customizing the delivery of service on the frontline i s a key to customer satisfaction. Offers insight into frontline custom ization by offering specific research propositions to guide future emp irical inquiry. Explores the issues of how frontline employees classif y customers, enact specific behavioural strategies, and perceive perso nalization efforts. Presents the findings from an exploratory qualitat ive study to provide illustrative support for the literature-based pro positions. Offers managerial implications for firms to take advantage of the employee customization opportunity.