Abstract:
The complexity of service customisation has been recognised in the service marketing literature. Yet, the understanding of how this complexity impacts the frontline employee adaptability is limited especially considering the changing nature of customer ad gustum. Building on preceding research this paper develops a typology for frontline employee adaptability to gain insights in customisable services context by critically examining the nature and formation of dimensions of adaptability. This paper will broaden the array of service customisation through the understanding of a vital link that is FLE and offer a strategic viewpoint on the evolving nature of frontline employee adaptability and it is the first paper of its kind to present the typology within the framework of customisable services.
