Essay
MNM3713 ASSIGNMENT 3 2023 SEMESTER 2 2023
- Course
- Services Marketing (MNM3713)
- Institution
- University Of South Africa (Unisa)
MNM3713 ASSIGNMENT 3 2023 SEMESTER 2 2023
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BMZ ACADEMYBMZ ACADEMY
@061 262 1185/068 053 8213/0717 513 144
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
, BMZ ACADEMY
QUESTION 1
Read the Bon Vivant case study provided above and answer question 1 based on the
case study.
1.1 Boundary-spanning roles, where employees interact directly with customers, often
present challenges related to conflicting expectations and demands. Explain the
three types of conflicts that can occur in boundary-spanning roles and identify the
conflicts that occurred in the Bon Vivant case study. (6)
Types of conflicts in boundary-spanning roles
In boundary-spanning roles, employees interact directly with customers, which can
lead to conflicts due to conflicting expectations and demands. There are three types
of conflicts that can occur in these roles:
Intra-role conflict: This type of conflict occurs when an employee faces conflicting
expectations within their own role. For example, a salesperson may be expected to
meet sales targets while also providing excellent customer service. Intra-role conflict
can arise when these expectations clash, causing tension and difficulty in balancing
priorities.
Inter-role conflict: Inter-role conflict arises when an employee's different roles have
conflicting demands. For instance, an employee may have responsibilities as both a
salesperson and a team leader, and the demands of these roles may clash. This
conflict can create challenges in managing time, resources, and priorities.
Role ambiguity: Role ambiguity refers to a lack of clarity or uncertainty about the
expectations and responsibilities of a particular role. When employees are unsure
about what is expected of them in their boundary-spanning role, it can lead to
confusion, frustration, and conflicts with customers and other stakeholders.
Conflicts in the Bon Vivant case study
In the Bon Vivant case study, several conflicts can be identified:
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
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