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A marketing‐relevant framework for understanding service worker productivity

Dawn Dobni (Associate Professor in the Department of Management and Marketing, College of Commerce, University of Saskatchewan, Saskatoon, Saskatchewan, Canada)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 June 2004



This paper presents a framework for understanding and analyzing the productivity of service workers. Based on findings in the multidisciplinary literature, it provides a working model for services managers that: recognizes that the definition of productivity may vary across service jobs, acknowledges that there are different levers for maximizing productivity in different contexts, and indicates that managing productivity needs to be viewed as a task for marketing, not just the organization's internal functions. The purview and implications of each component of the framework are discussed, together with some marketing‐based suggestions for productivity improvement.



Dobni, D. (2004), "A marketing‐relevant framework for understanding service worker productivity", Journal of Services Marketing, Vol. 18 No. 4, pp. 303-317.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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