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Service marketing control as practice: a case study

Service marketing control as practice: a case study Purpose – Service marketing research has developed practices for managing and controlling the human resources. However, the role of these control practices in organizations has neither been empirically studied in a systematic way nor been analyzed in relation to control theory. This paper seeks to address these gaps in previous research. Design/methodology/approach – Single case study of a Swedish financial service firm referred to as the Financial Institute which has drawn on service marketing practices to manage the organization and control the employees. Findings – The empirical findings suggest that control practices are associated with service marketing discourse controls for the customer orientation of the human resources. Originality/value – In order to analyze the empirical findings the paper draws on the control theory of organization studies. More particularly labor process theory and Foucauldian organization theory (FOT) are invoked. The analysis suggests that mainly FOT explains how service marketing practices control the customer orientation of the human resources. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Service marketing control as practice: a case study

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522751111163218
Publisher site
See Article on Publisher Site

Abstract

Purpose – Service marketing research has developed practices for managing and controlling the human resources. However, the role of these control practices in organizations has neither been empirically studied in a systematic way nor been analyzed in relation to control theory. This paper seeks to address these gaps in previous research. Design/methodology/approach – Single case study of a Swedish financial service firm referred to as the Financial Institute which has drawn on service marketing practices to manage the organization and control the employees. Findings – The empirical findings suggest that control practices are associated with service marketing discourse controls for the customer orientation of the human resources. Originality/value – In order to analyze the empirical findings the paper draws on the control theory of organization studies. More particularly labor process theory and Foucauldian organization theory (FOT) are invoked. The analysis suggests that mainly FOT explains how service marketing practices control the customer orientation of the human resources.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 6, 2011

Keywords: Control; Service marketing; Labour process theory; Foucauldian organization theory; Customer orientation; Sweden

References