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Purpose Authenticity is a complex character that is valued in service contexts. Frontline service employees (FSEs), as both brand representatives and individuals who interact with clients, can signal their authenticity to customers. The purpose of this study is to investigate how FSEs signal their authenticity to customers. The authors investigate authenticity signal themes and develop a typology of how FSEs use these signals in the workplace. Design/methodology/approach This research uses a multi-method approach: qualitative data were collected through in-depth interviews with FSE and customers and quantitative data were collected in a follow-up survey using a sample of financial planners. Findings Findings from both studies show that FSE can use signals reflecting the display of client-centricity, positive emotions, transparency and disclosure of personal information. A latent profile analysis reveals three authenticity signal profiles, differing in the extent to which FSE uses each of these signals. Research limitations/implications This study identifies how FSEs can shape perceptions of authenticity in a service context, thus expanding theory by integrating both personal and brand authenticity perspectives. The findings further demonstrate that authenticity can be signaled on multiple dimensions, reflecting the complex nature of this construct. Practical implications The findings from this research can guide managers in developing workplace policies that enable FSEs to display authenticity in various ways to customers. Managers can further use the insights from this research to identify needs for FSE training and development. Originality/value The authors create novel insights into how FSEs signal authenticity to customers given their dual roles as individuals and brand representatives. This study offers nuanced insights into different types of signals and their application in a service context.

Objectives: The objective of this paper was to determine the extent to which dry needling is instructed in entry-level education programs for physical therapists. Methods: Program directors from 226 entry-level education programs recognized by the Commission on Accreditation in Physical Therapy Education were recruited via e-mail to participate in an anonymous 35-item electronic survey during the 2017-2018 academic year. The survey evaluated dry needling curricula, faculty qualifications, attitudes and experience, and programs' future plans for teaching dry needling. Results: A total of 75 programs responded to the survey (response rate = 33.1%). Forty (53.3%) had integrated dry needling theory and psychomotor training into their programs and 8 (10.6%) planned to include such content in their curriculum in the future. Of the 40 respondents, 28 indicated that dry needling education was integrated into a required course, 4 indicated that dry needling was an elective course, and 8 did not specify how dry needling education was integrated. Faculty teaching dry needling appear to be well qualified, with the majority having 5-10 years of experience using dry needling in clinical practice. The primary reason for programs not teaching dry needling is that it was not considered an entry-level skill. Discussion: There appeared to be variability in how dry needling was integrated into the curricula, as well as in the depth and breadth of instruction. Our research may serve as a baseline for faculty to assess existing dry needling curricula and as a guide for developing curricula in new or existing physical therapy programs.