Delighting the customer: Creativity-oriented high-performance work systems, frontline employee creative performance, and customer satisfaction

Ieva Martinaityte, Claudia Sacramento, Samuel Aryee (Lead Author)

Research output: Contribution to journalArticlepeer-review

98 Citations (Scopus)
40 Downloads (Pure)


Drawing on self-determination theory, we proposed and tested a cross-level model of how perceived creativity-oriented high-performance work systems (HPWS) influence customer satisfaction. Data were obtained from frontline employees (FLEs), their managers, and branch records of two organizations (retail bank and cosmetics) in Lithuania. Results of multilevel structural equation modeling analyses revealed partial support for our model. Although perceived creativity-oriented HPWS related to creative performance at the individual level, this effect was mediated solely by need satisfaction and not by creative process engagement nor by a serial mediation of both variables as we hypothesized. However, as we did hypothesize, average branch creative performance related to branch customer satisfaction. We interpret our findings as underscoring the utility of perceived creativity-oriented HPWS in fostering FLEs’ creative performance and ultimately, customer satisfaction
Original languageEnglish
Pages (from-to)728-751
Number of pages24
JournalJournal of Management
Issue number2
Early online date14 Oct 2016
Publication statusPublished - 1 Feb 2019


  • perceived creativity-oriented high-performance work systems
  • self-determination theory
  • psychological need satisfaction
  • creative process engagement
  • creative performance
  • customer satisfaction

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