Kwabena Frimpong

Service Orientation in Delivery: Perspectives From Employees, Customers, and Managers

This article is concerned with employees’ attitudes and behaviors that positively affect service delivery encounters, termed as service orientation in delivery. Primary data was obtained via in-depth personal interviews with 24 respondents comprising 6 employees, 6 managers, and 12 customers. The outcomes indicate that the construct is broader than previously conceptualized, involving employees’ attitudes and behaviors directed at internal and external customers. The findings also suggest that customers and employees’ views are more closely related, compared to that of managers. Remarkably, customers seem to have a more comprehensive perspective on the construct than managers and employees. Implications and directions for future research are provided.

Wooing fans back into Ghana stadia – in the wake of the globalization of football

Subject area – Marketing Strategy and Marketing Management. It can also be used to illustrate the application of specific concepts and frameworks, such as “revenue (demand/Capacity) management” in services marketing and “Integrated Marketing Communication” under marketing communication. Study level/applicability – Postgraduate and Final Year Marketing Majors. Case overview – The case describes how the Ghana Premier League (GPL), the flagship football product of the Ghana Football Association, continues to record low attendances at various league centres since the turn of the new millennium. The case highlights the effects of global forces (both macro and micro factors) on the patronage of GPL matches. It also brings into focus the effects of professionalization and commercialization of the league, especially, on traditional football clubs. It presents discussions on the need for football clubs to adopt sound management principles, such as market-orientation in response to the dynamic global forces. Apart ...