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Classifying, identifying and managing the service brand saboteur

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  • Elaine Wallace
  • Leslie de Chernatony

Abstract

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.

Suggested Citation

  • Elaine Wallace & Leslie de Chernatony, 2008. "Classifying, identifying and managing the service brand saboteur," The Service Industries Journal, Taylor & Francis Journals, vol. 28(2), pages 151-165, March.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:2:p:151-165
    DOI: 10.1080/02642060701842159
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    Cited by:

    1. Denise M. Kennedy, 2019. "Managing the Mayo Clinic brand: a case study in staff-developed service performance standards," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 538-549, September.
    2. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    3. Whelan, Susan & Davies, Gary & Walsh, Margaret & Bourke, Rita, 2010. "Public sector corporate branding and customer orientation," Journal of Business Research, Elsevier, vol. 63(11), pages 1164-1171, November.

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