The Open UniversitySkip to content
 

Willing volunteers or unwilling conscripts? Professionals and marketing in service organisations

Laing, Angus and McKee, Lorna (2001). Willing volunteers or unwilling conscripts? Professionals and marketing in service organisations. Journal of Marketing Management, 17(5-6) pp. 559–576.

URL: http://search.epnet.com/login.aspx?direct=true&db=...
Google Scholar: Look up in Google Scholar

Abstract

The concept of the service encounter represents the process of interaction between the consumer and the service provider, which, results in the actual delivery of the service. In this it is the point at which the consumer can evaluate the service offering (John 1996). It is thus as much concerned with marketing as it is with the actual delivery of the service. Central to such marketing activity are those technical staff responsible for the delivery of the service, the so-called part-time marketers (Grönroos 1994). Focusing on the health sector in the United Kingdom, this paper examines the attitudes and behaviours of those professional staff responsible for service delivery towards embracing such a marketing role. The data suggests that although the majority of such staff has considerable reservations about embracing marketing responsibilities, these reservations reflect concerns over professional autonomy and language rather than any deep-seated antipathy towards the core concepts of marketing.

Item Type: Journal Article
ISSN: 0267-257X
Academic Unit/Department: Open University Business School
Item ID: 1771
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2006
Last Modified: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/1771
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk