Purpose

Authenticity is a complex character that is valued in service contexts. Frontline service employees (FSEs), as both brand representatives and individuals who interact with clients, can signal their authenticity to customers. The purpose of this study is to investigate how FSEs signal their authenticity to customers. The authors investigate authenticity signal themes and develop a typology of how FSEs use these signals in the workplace.

Design/methodology/approach

This research uses a multi-method approach: qualitative data were collected through in-depth interviews with FSE and customers and quantitative data were collected in a follow-up survey using a sample of financial planners.

Findings

Findings from both studies show that FSE can use signals reflecting the display of client-centricity, positive emotions, transparency and disclosure of personal information. A latent profile analysis reveals three authenticity signal profiles, differing in the extent to which FSE uses each of these signals.

Research limitations/implications

This study identifies how FSEs can shape perceptions of authenticity in a service context, thus expanding theory by integrating both personal and brand authenticity perspectives. The findings further demonstrate that authenticity can be signaled on multiple dimensions, reflecting the complex nature of this construct.

Practical implications

The findings from this research can guide managers in developing workplace policies that enable FSEs to display authenticity in various ways to customers. Managers can further use the insights from this research to identify needs for FSE training and development.

Originality/value

The authors create novel insights into how FSEs signal authenticity to customers given their dual roles as individuals and brand representatives. This study offers nuanced insights into different types of signals and their application in a service context.

中文翻译：

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向一线服务员工发出真实性信号

目的

真实性是在服务环境中受到重视的复杂特征。作为品牌代表和与客户互动的个人，一线服务员工 (FSE) 可以向客户表明他们的真实性。本研究的目的是调查 FSE 如何向客户表明其真实性。作者调查了真实性信号主题，并开发了 FSE 如何在工作场所使用这些信号的类型学。

设计/方法/方法

本研究采用多种方法：通过对 FSE 和客户的深入访谈收集定性数据，并在使用财务规划师样本的后续调查中收集定量数据。

发现

两项研究的结果表明，FSE 可以使用反映以客户为中心、积极情绪、透明度和个人信息披露的信号。潜在配置文件分析揭示了三个真实性信号配置文件，FSE 使用这些信号的程度不同。

研究限制/影响

本研究确定了 FSE 如何在服务环境中塑造对真实性的感知，从而通过整合个人和品牌真实性视角来扩展理论。研究结果进一步表明，真实性可以在多个维度上发出信号，反映了这种结构的复杂性。

实际影响

这项研究的结果可以指导经理制定工作场所政策，使 FSE 能够以各种方式向客户展示真实性。管理人员可以进一步利用这项研究的见解来确定 FSE 培训和发展的需求。

原创性/价值

鉴于 FSE 作为个人和品牌代表的双重角色，作者对 FSE 如何向客户表明真实性提出了新颖的见解。这项研究为不同类型的信号及其在服务环境中的应用提供了细致入微的见解。