This thesis is set out to explain and understand the research field of frontline employees’ use of co-creation through CRM in the Danish luxury hotel industry. The overall themes of the thesis are introduced through relevant research on co-creation (Payne, Storbacka, & Frow, 2008), customization (Bock, Mangus, & Folse, 2016; Gwinner, Bitner, Brown, & Kumar, 2005) and CRM (Sin, Tse, & Yim, 2005). The literature revealed a gap that neglected the importance of frontline employees in relation to the presented themes. In order to research the gap, the selected method for research is a holistic multiple case study of the luxury hotels Nimb and d’Angleterre. Eleven in-depth interviews have been conducted as part of the qualitative research method and have been analyzed through thematic network analysis (Attride-Stirling, 2001). Per the findings of this thesis, frontline employees are found to have a critical role because they are the part of an organization that have direct access to guests and can facilitate co-creation, customization and CRM by gathering information on guests. To extend current literature, new findings are introduced; indirect co-creation, purposeful and accidental know- ledge management and uneven relationships. The data from the cases were found to mainly support theory with few exceptions. The findings facilitate minimization of the gap, however, much more research is needed to decisively minimize the found gap of frontline employees’ importance within the research field.
|Uddannelser||Cand.soc.sm Service Management, (Kandidatuddannelse) Afsluttende afhandling|