Perceived corporate reputation and pride as drivers of frontline employees’ reputation impact awareness: Mediating role of job satisfaction

Abstract

Purpose – Service employees play a crucial role in creating and sustaining the reputation of service firms. Their attitudes and commitment to the firm are reflected in customers’ perceptions of quality and loyalty, which ultimately improve corporate performance. The aim of this study is to better understand what contributes to raising frontline employees’ awareness of their role in building and sustaining the corporate reputation of service firms. Design/methodology/approach – We adapt Helm’s (2011) conceptual framework based on a work-relat-ed social identity theory and test the adapted model through an empirical study on 544 service firms’ frontline employees. Findings – Our findings show that job satisfaction of frontline employees is a significant determinant of their reputation impact awareness, as well as a mediator of the effects that pride and perceived corporate reputation have on corporate reputation impact awareness. Limitations – Possible existence of other dimensions of perceived corporate reputation, when it comes to internal stakeholders – the employees, present a limitation of this study and should certainly be considered in future research. Originality/value – We compare and contrast our findings with previous studies and shed more light on internal marketing possibilities targeted towards frontline employees.