What fuzzy requests bring to frontline employees: An absorptive capacity theory perspective

This study uses absorptive capacity theory to construct a model to explain how frontline employees learn from customers’ fuzzy requests and then improve their performance. The research model is empirically examined using data collected from 364 hotel front desk service employees and further analyzed through a structural equation model. The study shows that request severity significantly influences need recognition, experience assimilation, concept transformation and inertia change. Request legitimacy has a positive effect on need recognition, experience assimilation, concept transformation, inertia change and cost assessment. Performance is positively affected by experience assimilation, concept transformation, inertia change and cost assessment. Some meditation and moderation effects are also identified. This study is the first to reveal the positive effects of fuzzy requests. These findings may help managers better handle and utilize fuzzy requests, with implications for organizational policy and for the support of frontline employees.