Labor-intensive industries face challenges when designing innovative, customer-oriented service strategies at the employee level, since service is mainly produced and delivered to customers not by technology or machines but by human resources. In other words, the role of frontline employees is particularly critical in customers’ belief formation of whether a service company is innovative or not. Therefore, this study was conducted to formulate and investigate the psychological process of frontline employees’ innovative behaviors. To achieve the purpose, this study collected data from frontline employees in Seoul and Gyeonggi-do, South Korea. This study contributes to the motivation literature in human resources management by adapting and considering a marketing approach based on three aspects of motivation: global, contextual, and situational. This study also examined whether motivation factors may increase knowledge-management capabilities and subsequently stimulate innovative behaviors, which are critical to the successful implementation of service improvements among frontline employees.

劳动密集型行业在员工层面设计创新的、以客户为导向的服务战略时面临挑战，因为服​​务主要不是通过技术或机器而是通过人力资源生产和交付给客户。换言之，在客户对服务公司是否创新的信念形成中，一线员工的作用尤为关键。因此，本研究旨在制定和调查一线员工创新行为的心理过程。为实现这一目的，本研究收集了韩国首尔和京畿道一线员工的数据。本研究通过调整和考虑基于动机的三个方面的营销方法，为人力资源管理中的动机文献做出了贡献：全球性、情境性和情境性。