Enhancing Extra-role Service Performance of Frontline Employees in Fuel Retail: the Role of Attitudes Towards STARA Use and Service Quality Efficacy

The integration of Smart Technologies, Artificial Intelligence, Robotics, and Algorithms (STARA) has evolved from a futuristic concept to a modern necessity, particularly in the highly competitive fuel retail sector. While STARA offers significant cost savings and efficiency, its adoption is transforming the work environment of frontline employees (FLEs). This shift may lead to various performance- and well-being-related outcomes, either detrimental or beneficial. Given the relative lack of studies from the employee perspective, this research aims to address the existing gap and controversy in the literature on technology acceptance and service performance outcomes. Specifically, the study investigates the impact of FLEs’ attitudes towards STARA use on their extra-role service performance in the fuel retail sector. Drawing on Bandura's Social Cognitive Theory, the research proposes a conceptual framework examining the relationships between FLEs' attitudes towards STARA use, service quality efficacy, commitment to service quality, perceived organizational customer-orientation, and extra-role service performance. Data were collected from 396 FLEs working in fuel retail stations in a large Oil and Gas company and analyzed using PLS-SEM. The research results support a positive relationship between FLEs’ attitudes towards STARA use and service quality efficacy. Moreover, it is empirically shown that service quality efficacy positively affects extra-role service performance. Additionally, it is validated that commitment to service quality mediates the effect of service quality efficacy on extra-role service performance. However, empirical evidence that perceived organizational customer-orientation mediates this effect was not supported.