Retail customers as partial employees in service provision: A conceptual framework

Keh, Hean Tat and Teo, Chi Wei (2001) Retail customers as partial employees in service provision: A conceptual framework. International Journal of Retail & Dstribution Management, 29 8: 370-378. doi:10.1108/09590550110396944


Author Keh, Hean Tat
Teo, Chi Wei
Title Retail customers as partial employees in service provision: A conceptual framework
Journal name International Journal of Retail & Dstribution Management   Check publisher's open access policy
ISSN 0959-0552
1758-6690
Publication date 2001-01-01
Sub-type Article (original research)
DOI 10.1108/09590550110396944
Volume 29
Issue 8
Start page 370
End page 378
Total pages 9
Place of publication Bingley, W Yorks, United Kingdom
Publisher Emerald Group Publishing
Language eng
Abstract Explores the concept of viewing retail customers as partial employees. When retailers provide services to customers, they tend to rely solely on store employees, missing out on a hidden asset, their customers. When shopping, customers perform two roles: in-role; and extra-role. The former term refers to the work that a customer has to do when shopping, such as driving to the store. Extra-role behaviour refers to voluntary behaviour on the part of the customer, e.g. cooperating with employees of the organisation and sharing their positive experiences with other customers. Customers are viewed as “partial employees” due to their participation in supplying labour and knowledge to the service creation process. A conceptual framework to study the phenomenon of using customers as partial employees is proposed and literature from marketing, economics, psychology and organisational behaviour is drawn upon. Research propositions and a future research agenda are advanced.
Keyword Retail trade
Consumer behaviour
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Wed, 30 Nov 2011, 23:53:41 EST by Karen Morgan on behalf of UQ Business School