- Ind (2004) suggests
front line employees can be segmented according to their level of
brand-supporting performance. His employee typology has not been empirically
tested. Our paper explores front
line employee performance in retail banking, and profiles employee types.
and demographic data from a sample of 404 front line service employees in a
leading Irish bank informs a typology of service employees.
– Champions, Outsiders
and Disruptors exist within retail banking. We provide an employee profile for each employee type. We
found Champions amongst males, and older employees. The highest proportion of female employees surveyed were Outsiders. Disruptors were more likely to complain,
and rated their performance lower than any other employee type. Contrary to extant literature,
Disruptors were more likely to hold a permanent contract than other employee
– We augment
the literature by providing insights about the profile of three employee types:
Brand Champions, Outsiders and Disruptors. Moreover, we postulate the influence of leadership and commitment
on each employee type. The cluster profiles raise
important questions for hiring, training and rewarding front line banking
employees. We also provide
guidelines for managers to encourage Champions, and curtail Disruptors.