Frontline employees’ (FLEs) empowerment plays a vital role in service adaptation in a high contact big data (BD) services environment. The doctoral study addresses the research question, “How does frontline employees’ empowerment enable service adaptiveness in a big data driven services environment?” The study argues that internal marketing orientation (IMO) with BD derived insights about customers and competition enable the market sensing and customer linking capabilities (external marketing capabilities, EMC) of FLEs to manage the ‘informed customer’. Read More

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