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Key Account Management effects on Front-line Employees' Creativity: The case of credit intermediaries at bank branches
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For most retail banks, tied mortgage credit intermediaries are considered as strategic business partners. They engage in active searching for potential borrowers for mortgage credit applications, collecting several offers provided by the banks with which they have a business binding agreement. The credit intermediary then synthesizes these proposals and presents them to the potential borrower for comparison purposes, allowing them to do a more informed decision-making process. Intermediation and advice to consumers for mortgage credits under the umbrella of the European Credit Directive has been the subject of some research, covering topics such as regulatory issues, decision-making of borrowers, types of advice given by intermediaries, and even some implications regarding how intermediaries are remunerated. However, no study was found about how mortgage credit intermediaries affect front-line employees' work in retail banking. The use of credit intermediaries by retail banks has increased the number of mortgage credit originations, but the impact of this cooperation on banks' front-line employees work is surprisingly unexplored. It seems especially important to study how partnerships with these middlemen are affecting the front-line employees' work, how these front-line employees respond to a more complex demand and a more complex customer, and if the key account management configuration at the bank's branches is causing role ambiguity or role conflict for the salespeople. This study examines how front-line employees adapt to the increased sales and service ambidexterity caused by having to serve these middlemen, and how their work complexity may generate role conflict and ambiguity. Fundamentally, it examines the internal and external conditions of the key account management program to understand how these require key account managers or front-line employees to resort to creativity in their daily work. Aggressive commercial objectives in retail banking, especially those induced by credit intermediaries in the mortgage credit market, frequently result in causing stress for the banks' front-line employees. How front-line workers deal with this sales and service ambidexterity has not been addressed in the marketing and sales research so far, especially given the more intricate key account management configuration for credit intermediaries. A conceptual model was tested in a quantitative study using Partial Least Squares Structural Equation Modelling (PLS SEM) based on responses received from bank branch managers and assistant managers to a questionnaire sent to 478 branches of a leading Portuguese bank in the mortgage credit market. Findings evidenced the customer complexity related to the credit intermediary may impact significantly the role conflict perceived by front-line employees. Additionally, it was also found that the bank’s approach for the key account management influence the front-line employee’s perception of role conflict and role ambiguity.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Key Account Management Credit Intermediary Role Ambiguity Role Conflict Creativity Complexity SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 17 - Partnerships for the goals