FRONTLINE EMPLOYEE VALUE CO-CREATION BEHAVIOUR IN SERVICE INTERACTION: ROLE OF INTERACTIONAL CAPABILITIES AND MOTIVATION TO CO-CREATE

Value Co-Creation (VCC) is an emerging concept that has vast applications in theory and practice. Though previous research has provided enough insights on the customers' role in VCC, relatively less research exists on frontline employees' (FLEs) perspective. By taking the FLEs perspective, the aim of the study is two-fold. Firstly, to conceptualize and measure FLEs motivation towards VCC. Secondly, to develop a FLEs engagement model in VCC. Data were collected from 311 front liners of automotive service centres (ASCs) across Peninsular Malaysia and analyzed by using the Co-Variance based Structural Equation Modelling (CB-SEM) approach in SPSS AMOS 21. This research provides some compelling theoretical contributions.