FLE adaptability in high contact and high customisable services: theoretical underpinnings and conceptual model

The customisation strategies are growing in popularity. As a strategy it aims at providing customers with individually tailored products and services. In high contact services the responsibility for customisation, frequently falls on the shoulders of frontline employees (FLEs). This research in high contact and customisable services, integrates existing streams of literature in marketing, human resource management, organisational behaviour and psychology to propose a conceptual framework that highlights the FLE adaptability. This research delineates antecedents of FLE adaptability, as individual level, team related, customer related and organisational related factors. While the job performance and job satisfaction is considered consequents of FLE adaptability. A major contribution of this study is a new conceptualisation, of FLE adaptability within a framework of high contact and customisable services. Practical implications to help align human resource management with higher level organisational factors are also discussed.