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Turning customers into employees : research in progress

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conference contribution
posted on 06.12.2017, 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.

Funding

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

History

Start Page

93

End Page

96

Number of Pages

4

Start Date

01/01/2006

Location

Orlando, Florida

Publisher

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