Frontline service employees and customer engagement: some further insights

Purpose This study aims to investigate whether frontline retail banking employees’ proactive personality helps in ameliorating customer engagement. further the mediational role of work engagement and service recovery performance employee proactivity – relationship. Design/methodology/approach used a triadic approach for collection primary data. Each triad consisted customer, an immediate colleague employee. Structured questionnaires were solicit data from respondents. Specifically, customers asked report their level with bank who redressed grievances. Frontline employees responded while colleagues reported about disposition at workplace. Findings Empirical findings revealed under scenario, Indian nurtures It was observed that this relationship is sequentially mediated by performance. Originality/value The enriching has date remained under-researched among marketing scholars. To best authors’ knowledge, maiden attempt relate Also, one early research context, thereby, opening pathways exploration.