Texas State University
McCoy College of Business.Research Insights

Steven W. Rayburn

Chair of the Department of Management. His research focuses on frontline employees and service work. Before academia he managed frontline teams in service, retail, and sales organizations. Faculty profile

5 items

January–March 2026

Illustration of a hotel lobby where a staff member kneels to strap a guest's suitcase with a broken wheel onto a luggage cart, while a coworker steadies the cart and the guest and a manager look on, smiling.
Leadership3 min read

Want Employees Who Care About Helping? Design the Job So They Practice It

In a factory, a hotel chain, and a construction services firm, employees who helped coworkers and felt connected to them reported a stronger drive to help others. An ethical climate and room to act set that in motion.

Steven W. Rayburn, Sidney T. Anderson, Jeremy J. Sierra

October–December 2025

Illustration of an airline agent at an airport counter, smiling as she points to a hand-drawn alternate route on a map for a traveler whose flight shows as cancelled on the board behind them. Five Takeaways
Marketing1 min read

Five Takeaways on How Frontline Employees Improvise

Interviews in three countries and a survey of 417 U.S. service workers show that going off script is routine. Here is what managers should know.

Steven W. Rayburn, Sidney T. Anderson

April–June 2025

July–September 2023

Illustration of a support agent, a company employee, and a customer at home exchanging ideas, guides, tools, and feedback through a loop of connected message bubbles.
Marketing3 min read

Customers Who Help Other Customers Are Partners in Creating Value

Some customers go beyond buying. They help other customers use a product and solve problems with it. A study of a technology firm's online support community maps what these customer-partners give and receive, and what firms must do to bring them into value creation.

Corey Fox, Steven W. Rayburn

One research-backed idea, every Thursday

Short summaries of new faculty work, with what it means for managers.