Conceptualizing and Measuring Perceived Service Complexity

This study focuses on the notion of Perceived Service Complexity (PSC). PSC captures ‘the difficulty to assimilate the service delivery process, as perceived by frontline employees (FLEs)’ and is conceptualized and measured through the development and validation of a multidimensional construct consisting of three factors (Task-Related, Customer-Derived and ‘Service Nature’-Derived Complexity). The findings add to the organizational frontline literature and advance scholarly understanding of how aspects of FLEs’ working environment shape their ability to assimilate the service delivery process and successfully perform their roles during their interactions with customers. Based on these findings, managerial practice can be informed of the distinct elements that shape FLEs’ perceived service complexity as well as of its ramifications for designing successfully service delivery systems for different types of services.