Customer perfectionism: Catalyst or obstacle to service innovation of frontline employees?

Abstract

This study explores the dual impact of customer perfectionism on service innovation among frontline employees through the lens of self-regulatory and regulatory focus theories. Using a combination of experimental and multi-wave field survey methodologies, we examined how customer perfectionism influences frontline employee service innovation. The results indicate that customer perfectionism enhances service innovation through increased job crafting but also hinders it through job withdrawal. Job crafting mediates the positive effects of customer perfectionism on innovation, while job withdrawal mediates the negative effects. Furthermore, a promotional regulatory focus among employees strengthens the positive mediation effect of job crafting. These findings provide actionable insights for hotels seeking to balance high customer expectations with employee well-being and innovation, offering practical strategies to foster a supportive and innovative work environment.