Dimensionality of frontline employee friendliness in service encounters

What is it about?

Service frontline employee friendliness is receiving renewed attention in the service marketing literature, because friendly service frontline employees can enable service firms to create closer customer–employee social interactions. This study explains the effects of four behaviors of service frontline friendliness, specifically humorous, informal, conversational, and approachable on relationship quality, perceived value, and repatronage intentions suggesting how they can be put into practice within three different service contexts.

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