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

摘要: Explores the concept of viewing retail customers as partial employees. When retailers provide services to customers, they tend rely solely on store employees, missing out a hidden asset, their customers. shopping, perform two roles: in‐role; and extra‐role. The former term refers work that customer has do when such driving store. Extra‐role behaviour voluntary part customer, e.g. cooperating with employees organisation sharing positive experiences other Customers are viewed “partial employees” due participation in supplying labour knowledge service creation process. A conceptual framework study phenomenon using is proposed literature from marketing, economics, psychology organisational drawn upon. Research propositions future research agenda advanced.