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The Role Of The Customer As A Quasi-Employee In Service Organisations: A Research Agenda, Jennifer Lawlor
The Role Of The Customer As A Quasi-Employee In Service Organisations: A Research Agenda, Jennifer Lawlor
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The travel, tourism and hospitality sectors are increasingly encouraging customers to act as quasi-employees by inviting and/or requiring them to adopt a range of technology-enabled services or self-service technologies (SSTs), i.e. ‘technological interfaces that enable customers to produce a service independent of direct service employee involvement’ (Meuter, Ostrom, Roundtree and Bitner, 2000:50). Specific examples in these sectors include self-check-in online, ‘bag and tag’ facilities at airports, and electronic kiosks for accommodation booking purposes. Inherent in the use of SSTs is the requirement for the consumer to learn about and develop familiarity with such technology.