Original paper

When customers want to become frontline employees: an exploratory study of decision factors and motivation types

Volume: 11, Issue: 4, Pages: 871 - 900
Published: Jan 19, 2017
Abstract
Labor shortages have long been an issue in the service industry. One pool of potential dedicated and skilled employees that has remained untapped is customers. This study explores the customer to frontline employee (CtFE) phenomenon: customers becoming frontline employees after consumption experience. Through one-on-one, in-depth interviews, we identify factors related to job choice and service experience influencing customers’ CtFE decisions....
Paper Details
Title
When customers want to become frontline employees: an exploratory study of decision factors and motivation types
Published Date
Jan 19, 2017
Volume
11
Issue
4
Pages
871 - 900
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