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Title: Frontline employees
Authors: Caruana, Albert
Keywords: Employees
Marketing -- Case studies
Organization -- Case studies
Issue Date: 2014
Publisher: John Wiley & Sons, Ltd
Citation: Caruana, A. (2014). Frontline employees. Wiley Encyclopedia of Management, 9, 1.
Abstract: Marketing departments of service firms face a key challenge in ensuring meaningful interaction by customers with the organization. The offering and experience customers receive is dependent on the interaction they have with frontline employees. Therefore, frontline staff play a crucial role in services marketing and marketing managers need to consider ways of ensuring their expertise, training and motivation.
Appears in Collections:Scholarly Works - FacMKSCC

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