Performance in Service Interactions: Employee-Job, Organizational Mission Alignment - A Social Identity Perspective

Abstract

Marketing by Organisations is an increasingly complex aspect of its operations. It is evident in the increasing complexity and weight of the Marketing Plans’ Expectations in the now highly competitive environment. The dynamic nature of the market aggravates this, the competitors and the changing expectations in terms of deliverables. The Marketing concept can be seen as a business philosophy and a mission-oriented approach to its interaction with its publics to create value. Despite the increasing role of technology in organisations, maintaining the interactional aspect of Marketing is a humane function and is executed by humans. With the increasingly complex nature of the Markets in which organisations work, the interactive element is seldom limited to the scenarios or themes covered in the Job Training and General Tacit Skill developed through experience. This highlights the challenges in managing the marketing function in such a dynamic ecosystem, mainly while still being considered a firm with its economic interests.