Purpose – Aims to analyse the reactions of front‐line staff to the use of the “customer” label in Jobcentre Plus, the new agency charged with structural and cultural reform of benefit administration in the UK and to highlight some key challenges and possibilities faced by “new public...

Purpose – The purpose of this paper is to present a conceptual and empirical analysis of the rationale and enactment of consumer discourses in reformed British welfare administration, through a focus on consumption and the service interaction. The paper aims to explore how administrators use...