Does Customer Solidarity Lead to Employees’ Services Innovative Behavior?
The major aim of this study is to investigate the influence of customer’s solidarity on information exchange, and
how information exchange impacts frontline employee’s innovative behavior. Self-administrated survey was used to collect
data from frontline employees of services organizations in the UAE. Structural Equation Modeling (SEM) using AMOS.20
was used to test for the hypothesized relationship. The results showed that customer’s solidarity has a positive and
significant relationship with information exchange with customers. Further, the information exchange has a positive and
significant relationship with employee’s innovative behavior. Service organization managers should encourage their
frontline employees to build a strong and trustable relationships with customers in order to facilitate the process of
information exchange between the two parties. The smooth flow of information between employees and customers would
enable employees to identify problems/opportunities and motivate employees to be alerted and updated, show innovative
behavior, and eventually innovative services process.
Keywords - Customers’ Solidarity, Information Exchange, Innovative Behavior, Frontline Employees