Purpose – The purpose of this paper is to explore the nature of the novel service encounter with reference to three research questions: first, what kind of creative acts do frontline employees undertake during a novel service encounter? Second, how does the novel service encounter correlate...

Purpose The purpose of this paper is twofold. First, the study considers research on creativity and innovation in the field of general management and hospitality. Second, the paper develops a theoretical model to integrate individual- and group-level creativity particularly for service...