Bottom-up learning in marketing frontlines: conceptualization, processes, and consequences |
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Authors: | Jun Ye Detelina Marinova Jagdip Singh |
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Affiliation: | 1. Charles H. Lundquist College of Business, University of Oregon, Eugene, OR, 97403-1208, USA 2. Robert J. Trulaske, Sr. College of Business, University of Missouri, Columbia, MO, 65211, USA 3. Weatherhead School of Management, Case Western Reserve University, 10900 Euclid Avenue, Cleveland, OH, 44106, USA
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Abstract: | This study proposes a frontline learning process by which organizations capture new knowledge generated by frontline employees in addressing productivity-quality tradeoffs during customer interactions and transform it into updated knowledge for frontline use. Updated knowledge, in turn, is posited to influence customer satisfaction and financial outcomes (i.e., revenue, efficiency). Empirical testing with multi-source data reveals that: (1) knowledge articulation mediates the transformation of knowledge generated in the frontlines into updated knowledge, (2) updated frontline knowledge positively impacts customer and financial outcomes, and (3) frontline employee workload inhibits the transformational process unless it is at an intermediate level (inverted U-effect), while employee goal convergence bolsters it linearly. |
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