Frontline employees' performance in the financial services industry: the significance of trust, empathy and consumer orientation

Abstract

Purpose

Based upon social exchange theory, this study investigates the mediating effect of consumers' trust in banking industry frontline employees on two relationships: (1) the relation between consumers' perceptions of frontline employees' empathy and consumers' perceptions of frontline employees' performance, and (2) the relation between consumers' perception of frontline employees' customer orientation and consumers' perceptions of frontline employees' performance.

Design/methodology/approach

The authors used a time-lag research design to collect data through online questionnaires distributed in two waves. The sample comprises 375 respondents having experience and interaction with banking frontline employees.

Findings

Results confirm the mediating effect of consumers' trust in the banking industry on the relationships between their perceptions of frontline employees' empathy and consumer orientation on the one hand and their perceptions of frontline employees' performance on the other hand.

Practical implications

Results may be helpful to policymakers and managers in the service industries, prompting them to adopt approaches and strategies designed to build strong relationships with consumers, thus increasing consumers' trust and frontline employees' performance.

Originality/value

This study confirms the relevance of social exchange theory in understanding the role of consumers' trust and perceptions of frontline employees' empathy and consumer orientation in understanding their perception of frontline employee performance in the banking industry.

Citation

Raza, B., St-Onge, S. and Ali, M. (2023), "Frontline employees' performance in the financial services industry: the significance of trust, empathy and consumer orientation", International Journal of Bank Marketing, Vol. 41 No. 3, pp. 527-549. https://doi.org/10.1108/IJBM-06-2022-0237