Contextual Factors and the Goal Orientations of Service Employees: The Role of Marketing Controls

Past research has identified several personal characteristics with an influence on goal orientations. However, the contextual variables that influence employees’ goal orientations remain unspecified. The purpose of this research is to investigate the influence of marketing controls over the goal orientations of frontline employees. Our results indicate that both formal, and informal control mechanisms, are related to employee goal orientations. In particular, the results highlight the role of informal controls in influencing goal orientations. Managers may thus resort to control mechanisms to influence the goal orientations of frontline service employees in a manner that is consistent with organizational objectives.