[ABSTRAK
Pada makalah konseptual ini, penulis menyajikan implikasi dari pegawaifrontliner sebagai daya jual yang dapat menarik pelanggan, berkenaan denganproduk yang dijual oleh perusahaan tersebut. Kemampuan pegawai frontlinerdalam melaksanakan pekerjaannya dapat berakibat kepada meningkatnya loyalitaspelanggan, yang menjanjikan lebih banyak lagi manfaat bagi perusahaan sebagaimerek acuan pelanggan. Makalah ini juga mengevaluasi efek-efek dari dalaminternal organisasi seperti budaya, dukungan dari manajemen teratas, sertajaminan pegawai, dalam menentukan kesediaan pegawai frontliner untukmerepresentasikan perusahaan tempat mereka bekerja. Model yang disediakandalam makalah ini menunjukan hubungan 360 derajat antara organisasi, pegawaifrontliner, dan para pelanggannya.ABSTRACT In this conceptual paper, the author presents the implications of Frontline

Employees (FLEs) as a selling proposition that could attract customers, in respect

to the products that the firm actually sells. FLEs ability to perform in the way the

firm desires lead to customer engagement and attachment, which could later but

surely grow into customer loyalty that promises even more advantages for the

company as their preferred brand. This paper also evaluates organisational effects

such as culture, top management support, and employee benefits on FLEs

willingness to act as a direct representation of the company they are working for.

The model provided in this paper draws the 360-degree relationship between

organisations, FLEs, and their customers., In this conceptual paper, the author presents the implications of Frontline

Employees (FLEs) as a selling proposition that could attract customers, in respect

to the products that the firm actually sells. FLEs ability to perform in the way the

firm desires lead to customer engagement and attachment, which could later but

surely grow into customer loyalty that promises even more advantages for the

company as their preferred brand. This paper also evaluates organisational effects

such as culture, top management support, and employee benefits on FLEs

willingness to act as a direct representation of the company they are working for.

The model provided in this paper draws the 360-degree relationship between

organisations, FLEs, and their customers.]