Frontline Employee Passion: A Multistudy Conceptualization and Scale Development

Passion is a motivational force driving people toward success and satisfaction. Outside of entrepreneurship, though, research on how passion may be activated within a work role has been limited. As frontline employees (FLEs) are a vital link between organizations and their customers, measuring passion in the FLE context is particularly relevant. Anyone who has enjoyed memorable service knows, it is through passionate FLEs that service organizations may stand out from competitors. Through a series of seven studies conducted across multiple countries, this research develops and validates a measure of FLE passion. FLE passion is the intense positive feelings and identity reinforcement resulting from solving problems and/or serving customers. The developed and validated measurement instrument is comprised of both serving and solving dimensions and includes evidence that FLEs negotiate their identities and activate positive affect during service encounters. Theory and results indicate that organizations may control certain antecedents to passion, and that passion is related, yet distinct, from such things as employee engagement and organizational commitment. A potential research agenda is presented based upon applying the FLE passion construct across various service domains.