Reinventing the role of the professional services boundary spanner: An exploratory study
Vafeas, M. (2011) Reinventing the role of the professional services boundary spanner: An exploratory study. Services Marketing Quarterly, 32 (4). pp. 265-281. ISSN 1533-2969
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Publisher's URL: http://dx.doi.org/10.1080/15332969.2011.606759
This paper explores attitudes towards the professional services boundary spanner in the light of anecdotal evidence challenging the view that the boundary spanner is pivotal to the client–firm relationship. Data were collected using case studies and one-to-one interviews. The findings suggest that clients prefer to bypass the traditional boundary spanner so as to liaise directly with agency creatives or account directors, whom they regard as the knowledge holders. However, the boundary spanner fulfils a necessary administrative role and holds valuable tacit knowledge. To prevent dissatisfaction and constant boundary spanner turnover, agencies need to increase boundary spanner autonomy and credibility.