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A conceptual model of the impact of advertising on service employees
Author(s) -
Wolfinbarger Mary Finley,
Gilly Mary C.
Publication year - 1991
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220080306
Subject(s) - business , employee research , service (business) , marketing , conceptual model , organizational commitment , service quality , service organization , quality (philosophy) , public relations , political science , philosophy , epistemology
Abstract Although the importance of the service employee in providing satisfying service encounters has frequently been noted, the effects of organizational marketing actions on employees has been virtually ignored. The purpose of this article is to examine the impact of advertising on service employees. Ads can have positive impacts on employee organizational commitment by depicting roles which will encourage congruent expectations among the organization, the employee, and the customer; by clarifying workers' roles in the organization; by communicating the degree to which the organization values employees; and by being accurate in their messages about services, organizational policies, and treatment of employees. This employee organizational commitment is critical to the provision of quality service to consumers.