Companies that want to improve their customer service levels may want to consider how well they’re investing in their employees’ creativity, suggests new research led by the University of East Anglia. The research involved front-line workers and managers for two international companies in the retail bank (31 branches) and cosmetics (22) industries in Lithuania.
For the study, employees completed questionnaires on creativity-oriented high-performance work systems, need satisfaction, creative process engagement and demographics. Managers rated their employees’ creative performance and assessed the extent to which creativity-oriented HR practices were implemented at their respective branches.
