Keywords: Transformative services
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Journal Articles

Can frontline employees help consumers improve their financial planning behavior? Implications from triadic analysis

Vida Siahtiri, Welf Hermann Weiger, Christian Tetteh-Afi, Tobias Kraemer
Journal: European Journal of Marketing
European Journal of Marketing (2024) 58 (13): 130–158.
https://doi.org/10.1108/EJM-02-2023-0127
Published: 06 August 2024
... of customer stewardship are crucial for frontline employees to transform consumers’ financial planning behaviors. Research limitations/implications The study highlights frontline employees’ key role in motivating consumer financial planning behavior, offering a new perspective in transformative service...
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Includes: Supplementary data
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