The Role of Frontline Employees’ Competitive Intelligence and Intraorganizational Social Capital in Driving Customer Outcomes

Journal of Service Research - Tập 24 Số 2 - Trang 269-283 - 2021
Ashish Kalra1, Raj Agnihotri2, Elten Briggs3
1Department of Marketing, School of Business, La Salle University, Philadelphia, PA, USA
2Ivy College of Business, Iowa State University, Ames, IA, USA
3Marketing Department, College of Business, University of Texas at Arlington, TX, USA

Tóm tắt

Grounded in social capital theory, this study explores the influence of intraorganizational social capital on frontline employees’ (FLEs) competitive intelligence activities and the subsequent effects of engaging in competitive intelligence on their information communication behavior and relational customer outcomes. We empirically test the hypothesized relationships using multisource, multi-industry data collected from business-to-business (B2B) FLEs and their customers. The results indicate that bridging social capital directly relates to FLEs’ competitive intelligence activities, while bonding social capital functions as a positive moderator of this relationship. Job autonomy also positively moderates the relationship between bridging social capital and competitive intelligence. Results further indicate that FLEs’ competitive intelligence directly and positively relates to customers’ perception of information communication, which positively influences customer loyalty and engagement behavior. These results indicate that the firms’ cultivation of social capital can improve the capability of their FLEs to provide information-based service to industrial customers.

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Journal of Service Research

Tập 24 Số 2

269-283

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