A conceptual model of the impact of advertising on service employees

Authors

  • Mary Finley Wolfinbarger,

    1. California State University, Long Beach
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    • Mary Finley Wolfinbarger is Assistant Professor, California State University, Long Beach, School of Business Administration, Long Beach, CA, 90840 and Mary C. Gilly is Associate Professor, Graduate School of Management, University of California, Irvine, CA 92717.

  • Mary C. Gilly

    1. University of California, Irvine
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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.

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