Enhancing service personnel effectiveness through the use of behavioral repertoires

Suggests that because of the unique characteristics of services, the behavior of service employees is a key determinant of organizational performance and that the effective management of employee behavior has therefore become the central theme of an emerging body of theory and research in the services marketing and management venue. Reviews this work, and suggests the need to extend it by examining the behavior of service employees in a more holistic sense. Introduces the concept of a behavioral repertoire, defined as the specific combinations or patterns of behavior that comprise employee roles. Uses data gathered from service employees in a wide range of service firms are used to demonstrate the morphology of behavioral repertoires, and offers implications and recommendations for services marketing and management practice.