Peer-Reviewed Journal Details
Mandatory Fields
Wallace, E,de Chernatony, L
2008
August
Service Industries Journal
Classifying, identifying and managing the service brand saboteur
Published
()
Optional Fields
BEHAVIOR
28
151
165
This paper explores the management of brand saboteurs. The literature emphasises the role of the employee in delivering a service brand, and advocates the cultivation of brand ambassadors. Yet there exist saboteurs, employees who work against the brand, and there is a dearth of literature exploring this group. Through 20 in-depth interviews with mangers in the Irish banking and grocery sectors, the researchers identify three types of sabotage: deviance, underperformance, and service failure. A framework for identifying potential saboteurs is presented, together with methods to manage these employees. Notably, the paper identifies the criticality of saboteur management in a 'job for life' environment.
DOI 10.1080/02642060701842159
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