What question did this study set out to answer?

The aim is to investigate the evolving role of customers as active participants in service organizations, similar to employees.

May 1, 1989

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The Customer as Employee

RJRobert B. JohnstonUniversity College Dublin

Key Points

The aim is to investigate the evolving role of customers as active participants in service organizations, similar to employees.
Examined the selection, training, motivation, and dismissal processes for customers in service contexts.
Analyzed the relationship dynamics between customers and official staff.
Identified that customers are now viewed as active participants rather than passive recipients.
Demonstrated that effective management of customer roles can lead to enhanced service delivery.

Abstract

A few years ago the concept of the employee as a customer was treated as a novel breakthrough. Here the process has taken the ultimate step of reversal and the customer as employee in service organisations is seriously examined. The customer must be selected, trained, motivated and even dismissed if necessary. As such he is no longer a passive recipient of services, to be humoured at all times, but an active participant on equal terms with the official staff, thus giving rise to a new dimension – the design and management of the role of the customer.

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The Customer as Employee

Key Points

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