The Role of Frontline Employee Social Network in Customization Marketing Strategy

摘要：

As key to business success in service contexts,customization strategy requires frontline employees to adapt to customer needs.Besearchers have focused mainly on individual employee differences that predict higher employee adaptability,while giving little attention to organizational and contextual elements in strategic customization process.To address this drawback,we propose to use reach centrality as critical structural factor to develop and empirically test a model,which reveals the role of frontline employee social network in anticipating individual employee attributes for customer oriented strategic performance.The results will yield implications for management of customer-contact employees in a service marketing context.

关键词： Social Network Customization Marketing Control Adaptiveness

作者: Tao Zhu

作者单位: Dept of Marketing,School of Management,Fudan University,670 Guoshun Rd.,Shanghai,200433

会议类型: 国内会议

会议名称: 2008年第四届社会网络及关系管理研讨会

会议地点: 广州

会议语种:英文

页码: 60-75

在线出版日期: 2008-11-01（万方平台首次上网日期，不代表论文的发表时间）