publication . Article . 2009

Exploring brand sabotage in retail banking

Leslie de Chernatony; Elaine Wallace;
  • Published: 29 May 2009 Journal: Journal of Product & Brand Management, volume 18, pages 198-211 (issn: 1061-0421, Copyright policy)
  • Publisher: Emerald
Purpose – This paper aims to explore managers' and employees' views about service brand sabotage at the front line in retail banking. The current literature emphasises the role of the employee in service delivery, and advocates the cultivation of brand ambassadors – employees who support the service brand through their performance. Yet there also exist saboteurs – employees who actively work against the brand, and there is a dearth of literature exploring the nature of this group. Moreover, much of the extant literature explores service performance from the perspective of the consumer and little is known about employees' views. This paper seeks to present manage...
ACM Computing Classification System: ComputingMilieux_THECOMPUTINGPROFESSIONComputingMilieux_MISCELLANEOUS
free text keywords: Management of Technology and Innovation, Strategy and Management, Retail banking, business.industry, business, Front line, Extant taxon, Service delivery framework, Public relations, Marketing, Overwork
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