It is said that the dynamic capabilities of an organization (sensing, linking and seizing) are reflected in the firm's routines and processes, for services marketing it means, the respective service delivery routines and processes.
When a front-line employee (FLE) serves a customer he/she performs the tasks within the set organizational routines and processes. Meaning an FLE serves a customer through the lens/barrier/invisible frame set by the organization.
In that sense, can we say that the service delivery gets mediated through this wall of organizational dynamic capabilities?
Please consult the research results of the following study:
Ki-Jung Ju, Byeonghwa Park and Taikyoo Kim (2016). CAUSAL RELATIONSHIP BETWEEN SUPPLY CHAIN Dynamic CAPABILITIES, TECHNOLOGICAL INNOVATION,
AND OPERATIONAL PERFORMANCE
Management and Production Engineering Review
Vol. 7, No.4, pp. 6–15
Services are performances and experiences. The digital platform provides dynamic capabilities and FLE may only make an online contact; which can be efficiently done by bots. Reinventing the role of FLE is important especially in high-contact face-to-face services (which are few) as in healthcare where organisational processes are being designed , both for efficiency and effectiveness. Dr. Devi Shetty @ Naryana Health is an apt illustration.
Researchers have argued that the dynamic capabilities are fundamental to the company's success in the competition in both domestic and international markets (MURRAY et al. 2011). Dynamic capabilities were initially conceptualized by Teece et al. (1997) as the "firm's ability to integrate, build, and reconfigure internal and external competencies toward environmental changes".
The dynamic capabilities are formed by sub dimensions, which include the capabilities called sense, which is the ability to monitor and identify opportunities, seize, which involves assessing existing and emerging capabilities, and possible investment and reconfiguration, referring to create, extend and modify the resources when the company grows and the market changes, organizational and administrative proceedings involving different activities and skills, learning, strategic response and integration of new features and assets.