FLE-s refer to employees who provide frequent and vital customer contact and are largely studied in sales or sales support contexts (e.g., Donavan, Brown, andMowen 2004). While sales FLEs are required to directly meet sales objectives as part of their role, support FLEs are trained to help provide customer solutions and deliver the service or product to the customer in the absence of immediate objectives. The notion that organizational adoption of a customer orientation is essential for creating customer satisfaction (e.g., Depshande, Farley, and Webster 1993) is important but understanding who should be oriented as such is less understood. Frontline employees (FLE) are the link between the company and the customer and therefore deserve further research attention.
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