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Turning customers into employees : research in progress

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conference contribution
posted on 2017-12-06, 00:00 authored by C Romm Livermore, N Farag, David OliverDavid Oliver, A Sultan
This conceptual paper discusses the emerging phenomenon of turning customers into partial employees of companies. In order to study this phenomenon, we intend to look at how companies’ websites are used as a means for transforming aspects of the service experience that used to be performed by employees into aspects that are now performed by customers through interaction with the company’s website. Following a review of the literature, we proceed to describe the development of an instrument that measures the process of Turning Customers Into Employees (TCIE) via content analysis of companies’ websites. We describe the methodology that we intend to use to develop the TCIE instrument in some detail. We conclude the paper by outlining directions for future research that emanate from this preliminary investigation.


Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)


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Orlando, Florida


Global Information Technology Management Association (GITMA)

Place of Publication

Greensboro, NC.

Peer Reviewed

  • No

Open Access

  • No

External Author Affiliations

Faculty of Business and Informatics; Wayne State University;

Era Eligible

  • No

Name of Conference

Global Information Technology Management Association. Conference