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Ambidexterity in a business context has focused primarily on how organizations can strategically coordinate multiple, often competing tasks. Within the marketing function, ambidexterity has centered specifically on how frontline employees can best coordinate sales and service activities manifesting at the frontline. This paper systematically reviews the frontline literature to provide a framework that encompasses and reconciles the many forms of ambidexterity that arise at the frontline interface. This work identifies critical areas for future research to better unify the field, allowing for an inclusive understanding of frontline ambidexterity that encompasses any firm or firm representative involvement in the multiple routine and non-routine demands that emerge within a dynamic frontline interface. Notably, this review suggests a nuanced perspective of frontline ambidexterity, including three distinct forms that are labeled dueling, holistic, and synergistic ambidexterity. Thus, the objectives are to (1) assess the current state of the literature pertaining to a broader understanding of frontline ambidexterity, (2) identify classifications of frontline ambidexterity interactions that allow us to better understand the status of our knowledge base, and (3) critically evaluate this understanding to identify gaps and provide insights regarding extensive directions for future research in this domain. [ABSTRACT FROM AUTHOR]

Purpose: As a company's corporate social responsibility (CSR) image can protect from the backlash of a service failure, it is important to remind customers of the company's CSR commitment when a service failure occurs. One novel mechanism for doing so is through a prosocial service recovery. However, explorations of such service recovery strategies are relatively unknown. Thus, this paper aims to examine how recoveries including prosocial elements compare to those only utilizing monetary compensation strategies and to explore boundary conditions for such effects. Design/methodology/approach: This research utilizes an experimental design approach across three studies. Participants were recruited from Amazon's Mechanical Turk. Findings: This research demonstrates that a recovery including prosocial (vs only monetary) elements can positively impact purchase intent through the firms' CSR perceptions. The authors show that the benefits of prosocial compensation are contingent on the motivation for visiting a company (e.g. hedonic vs utilitarian) as well as the degree to which the company is perceived as luxurious. Originality/value: The series of studies provides important theoretical contributions to services marketers by advancing the understanding of novel recovery strategies and demonstrating when companies should initiate such strategies. Implications of the findings and directions for future research are explored. [ABSTRACT FROM AUTHOR]

Drawing from a social identity perspective of the organizational identification theory, we propose a model in which product and service quality serve as antecedents to frontline employee identification with the organization, which, in turn, is proposed to be positively related to job satisfaction, commitment, and customer orientation. The model also proposes leader-member exchange (LMX), which refers to the different types of relationships that leaders (i.e., supervisors) develop with each of their subordinates (i.e., employees), as a boundary condition for the associated outcomes. The model was tested using data collected from 265 employees of a business-to-business service industry firm. The overall model was supported. All hypotheses were supported, except for the moderating effects of LMX on the relationship between organizational identification and job satisfaction. [ABSTRACT FROM PUBLISHER]