Relationship between an employee’s relationship with co-workers and creativity is negative.
Contextual factors have direct effects on creativity.
Findings underscore the need to reconceptualise the mechanisms through which work context factors influence creativity.
Developed and tested a model of creativity antecedents with frontline service employees the results enlighten management practices that motivate creativity in service organizations.
Extended previous research by examining role stress and frontline workers’ relationship with customers Worker’s relationship with customers is positively related to creativity.
Effects of contextual factors are mediated by intrinsic motivation as well as by role stress.
