Boundary Role Ambiguity in Marketing-Oriented Positions: A Multidimensional, Multifaceted Operationalization

Though marketers have begun to use the role ambiguity construct in understanding the boundary role phenomenon, several researchers have noted that extant measures of role ambiguity are deficient because they do not represent the breadth (or multidimensionality) of the underlying construct. Building on previous work, the authors develop a multidimensional, multifaceted, 45-item role ambiguity construct (MULTIRAM) by delineating at a dimensional level the various role ambiguities perceived salient by marketing-oriented boundary spanners such as salespeople and customer service personnel. Using data from multiple samples, they provide evidence for reliability, stability, and convergent and discriminant validity for the seven facets of the MULTIRAM construct. Their analysis further reveals that Rizzo, House, and Lirtzman's global measure of role ambiguity underidentifies the role ambiguities faced by boundary spanners. Finally, the authors examine selected correlates and consequences of the MULTIRAM facets. The findings indicate that the MULTIRAM facets have nomological validity and depict differential relationships with the various correlates and consequences examined. Several implications for managers and researchers are discussed, and directions for future research are provided.