The Intersection of Organizational Frontline Marketing and a High-Tech World

This three-essay dissertation explores the intersection of organizational frontline marketing and a high-tech world, utilizing mixed-method approaches. Using field, manager-provided, experimental, attitudinal, and behavioral data, Essay I explores (1) What effect does providing free food have on FLEs’ customer responsiveness and sales; (2) Through what mechanisms does free food affect key outcome variables; and (3) Are there boundary conditions to the free food effect? Adopting a longitudinal field experimental approach with behavioral data, Essay II examines (1) How frontline technology can influence five dimensions of the consumer experience and retail sales; (2) Through what mechanism does frontline technology affect key outcome variables; (3) How the frontline consumer experience develops longitudinally over time through three developmental variables, and (4) How the consumer experience changes when multiple products are experienced at one touchpoint. Utilizing field, archival, experimental, attitudinal, and behavioral data, Essay III investigates (1) Whether online social media use affects offline blood donations; (2) Through which mechanisms does social media affect blood donations, and (3) Are there boundary conditions for these effects?