search query: @indexterm SERVICE MARKETING / total: 230
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| Author: | Skålen, P. |
| Title: | Service marketing and subjectivity: the shaping of customer-oriented employees |
| Journal: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 795-809 |
| Index terms: | case studies service marketing employees marketing strategy quality customer relations |
| Language: | eng |
| Abstract: | The paper focuses on how and to what extent service marketing practices contribute toward customer-orienting employee subjectivity, by reporting a case study of a service firm (the FI), which has been drawing on service marketing practices in order to manage the organisation. Based on Foucault's notions of disciplinary and pastoral power, this paper suggests service marketing practices contributing toward making the subjectivity of front-line employees (hereafter as: FLEs) more proactive. The paper addresses, among other conclusions, that the disciplinary power of service marketing practices generates knowledge of the FLEs. It also presents that service marketing practices are translated when they encounter organisational practice. |
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